Merchants Association gets serious about advertising


 

MILLERTON — The Millerton Merchants’ Association is at it again. The high-energy group is preparing for its latest advertising blitz and it’s looking for participation from local businesses.

"We’re in our second year and we’re going to start a print advertising campaign, and with the excitement coming off of last year’s, we’re hoping to increase the participants of merchants and businesses," said the association’s vice-president, Susan Schnieder. "We’re adding more publications and the potential readership is over a million on a monthly basis."

And that’s just for the print ads placed in local papers and magazines. According to Schnieder, for $50 a month, participants will get their business’ name on Millerton ads in the following publications: Country & Abroad (monthly circulation: 25,000; readership: 55,000); LCT Monthly (monthly circulation: 16,000; readership: 43,294); Taconic Weekend (published twice per month with a circulation of 16,000; readership: 32,000); The Hills (issued three times a year with a circulation of 50,000; readership: 100,000); Discover Millerton (issued annually with a circulation of 13,200; readership: 26,400). The total circulation comes to 939,200, with a total readership (assuming two people read each magazine) of 2,073,928.

The village has also signed on with the Miles of Smiles Map, of which 60,000 copies will be made, highlighting Millerton, Amenia and Wassaic, as well as Connecticut towns Lakeville, Salisbury, Sharon, Canaan, Falls Village, West Cornwall, Cornwall Bridge, Norfolk and Goshen.

The Millerton Merchants’ Association has also purchased a MillertonNY.com ad in the Miles of Smiles Map, which links to the www.MillertonNY.com Web site.

There’s also going to be a rack-stand card listing all participating shops, which will cost potential advertisers $75 for the year. A total of 15,000 cards will be printed, 10,000 of which will be distributed by Berkshire Display to rack-card displays in tourism locations throughout the Tri-State Region. Dutchess County Tourism will distribute another 3,000 to additional rack-card displays. Those cards are expected to be completed by April 15.

The deadline to get involved in any aspect of this advertising campaign is March 1.

All of the options are good ones, according to Schnieder, who likened the basis for the advertising campaign to the well-known mantra the Empire State made famous so many years ago.

"It’s like the old steadfast ‘I love New York’ campaign, that’s what we’re trying to do with the advertising. It’s that we love Millerton and we want everyone to come and see it," she said. "It will bring people to the village. It’s not an advertising campaign for one single business. We’re saying to everybody, ‘Wow, look at what this village has.’"

To learn more about the Millerton Merchants’ Association, or how to participate in its advertising campaign, contact Schnieder at 518-789-6603 or Marty Reynolds at 518-789-6235.

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