Published August 2002

Journal’s new name emphasizes coverage area

It’s time for a name change for The Herald’s 4-year-old business journal. With this August issue, our 53rd, The Herald Business Journal becomes the Snohomish County Business Journal.

When the HBJ was launched in April 1998, the paper needed a strong “Herald” tie to emphasize that it was a product of Snohomish County’s daily community newspaper. It gave us immediate credibility, identity and acceptability among readers and advertisers.

In the past four years, the quality content and coverage of The Herald Business Journal has established it as the premier business journal in Snohomish County. The journal is direct-mailed monthly to some 15,000 business owners, executives and managers. Our readership survey responses reflect a pass-a-long readership of nearly three people per issue, giving us a monthly audience of around 45,000 people in the business community.

This month, because we still find people who don’t realize we cover all of Snohomish County, and because we recognize that nearly all business journals in the United States have a geographic anchor in their names, we changed our masthead to Snohomish County Business Journal.

We also changed the type fonts for our text and headlines, added a new tagline in the cover’s masthead — “Your County. Your Business Journal.” — and focused cover attention on the journal’s Internet Web site where current and archived issues are available at either www.snohomishcountybusinessjournal.com or the previous www.heraldbusinessjournal.com.

At the same time, we are launching the journal’s first paid subscription program. Most of you who receive the journal won’t be affected. All businesses in Snohomish County will continue to receive the publication at no cost.

However, we have other audiences who will be offered a new $18-a-year subscription option. The most significant group will be businesses outside of Snohomish County that have been receiving the journal free, including real estate developers, marketing agencies or businesses that are interested in tracking news of the Snohomish County economy and business community. By fall, those readers will need to subscribe to the publication to continue receiving it.

Now well into its fifth year, the Snohomish County Business Journal continues to change and grow, a dynamic publication covering a dynamic business community. Thank you for the great support that has made our success possible.

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