And then there was Covid

The January issue of 2020 celebrated our 20th anniversary. It was an exciting time, and we had a year of special surprises planned. But then in the middle of March, as we were getting the April issue ready to go to the printer, the Governor announced a lock down. No one knew what was really happening or what was to come, so we did something we’ve never done before. We shortened the photo on the cover and wrote the following text across the top: “In light of all that’s happening in the world, we hope this issue brings a sense of normalcy and comfort to our readers.”

But then we had a few calls with our printer who told us he didn’t know if he was about to be shut down, so he didn’t know if the issue would print. It was a nerve-wracking few days because if our printer shut down, we shut down too. In the end, our printer was designated “essential” because they also printed government documents. We were able to print uninterrupted.

We got to work. All of our planned editorial for the year was scratched. We wrote new editorial outlines that included intimate interviews with family members of people who had Covid, coverage of essential workers and stories of what families were doing to get through the tedious times (and remote school). We added in advice from experts on how to cope and tips on what you could do to keep moments of joy in your family’s life. 

We also called all our advertisers. One by one, we told them we wouldn’t hold them to their 2020 contract. We totally understood. Yet no one cancelled their contract, even dentists and doctors who had been ordered closed by the state stayed with us. We were humbled and grateful. In the July issue, we wrote a letter on page 1 thanking our advertisers and asking readers to notice them, and support them. We turned the page red in hopes no one would miss it.

We also put our digital plans on lightning speed, introducing our Facebook series “The Goal is to Become a Gardener” and producing video interviews with trusted sources like Gov. Phil Murphy (twice), infectious disease physicians and hospital CEOs, and Cong. Donald Norcross. Audiences for our social media channels and website skyrocketed.

Best of all, we received lots of positive feedback from our audience. One said, “Every month when the magazine arrived in the mail, it was like I was getting this message that we’d be ok. Life was still going on.” The sentiment was shared with us more than once. It was such a meaningful compliment.  

 

NEXT: Our Facebook series hit >>

January 2025
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