There are many adages in marketing, such as “When economic times are bad, you should increase your marketing presence.” However, the marketing budget is usually the first item cut by businesses when times are tough. Who’s right? A common premise is that nobody knows what does and doesn’t work in advertising, but nothing works if you don’t advertise. 

Another truism is that content is king. I believe this one. Regardless of the platform —television, movies, Internet streaming, magazines, or books —you must have good content to draw an audience’s attention. Good content costs money, and content creators are valuable. 

Now, with the emergence of AI, content is customized to whatever it (AI) thinks you want. AI-generated content, in its current state, is not original and often lacks authenticity, but it is a tremendously powerful tool. You are getting whatever AI thinks you want. It’s manufactured.

Years ago, when print newspapers were dying and everything was moving online, I thought that someday, down the road, we’d have to pay for content. Slowly but surely, a new business model emerged: paywalls. We were accustomed to purchasing magazine and newspaper subscriptions, so it was natural to transition to online subscriptions at some point. Content costs money.

Think of all the college bowl games that are on ESPN at the end of the season. Unless it’s your team, they are generally meaningless, played in mostly empty stadiums with a corporate sponsor underwriting the cost. Television rights cover the brunt of the expenses to host the game, with advertisers paying the bills. 

The reason for all these games? ESPN needs content. Football is content. It doesn’t matter that the game is not important in the big scheme of things. That’s why college bowl games have survived. What else are you going to do during the holiday season?

Today, finding good free online content is like running through a maze. Everywhere you turn, there’s a paywall. You may read something on Google News that piques your interest, and after a tease, you get blocked with a subscription offer. How many subscriptions do you already have?

On the other hand, I’m happy to go to the bookstore and find a good read. I feel like my entertainment dollar is well spent when I can spend days immersed in a good book. I also justify purchasing a good movie on television when I compare it to the cost of going to the theater. (How are movie theaters surviving in today’s world?) But when I’m already paying for the streaming service, it irks me a bit…)

We can watch reruns of shows like Andy Griffith, Cheers, or Seinfeld for free on broadcast television. They still pay for their content with commercials, but we are accustomed to that. I will go to my grave claiming with conviction that Ronny Howard is the best child actor ever in the history of television. Andy Griffith never gets old. Quick, witty, with a moral message, it will leave you in stitches. Ah, the good ole’ days…

So where was I? Oh yeah, Never Say Never! I do not want Scenic 98 Coastal to have a paywall. It has always been free, and we want to keep it that way. Of course, we need revenue to operate, just like any organization worth its salt. 

Our sponsors have kept us going and allowed us to grow, and we are genuinely grateful. We hope more sponsors will take a seat at the table. Our readers take notice and appreciate those who allow us to continue. We like to think we add value for our sponsors. If you would like to advertise, we can provide details of our audience profile. 

Another way we hope to grow (we’ve given this a lot of thought) is through our newly fashioned Friends of Scenic 98. To be a member, all you have to do is subscribe. You can also show your support through a donation, if you choose. (This will give our Contributors’ page new meaning!) 

If you enjoy reading the newsletter each Wednesday morning, or checking Tidbits and Best Bets each week for things to do, we would appreciate your consideration of a Scenic 98 Coastal contribution to help us continue our work.

By supporting us, you are part of the team behind the scenes. We will continue to create a free weekly newsletter with updated “peek behind the curtain” stories about the people, places, and things that make the Scenic 98 Coastal area unique. We promise to keep it real, fun, and informative. It’s our playground to enjoy! A Scenic 98 Coastal contribution goes a long way, and we will thank you in return with our newly designed Custom T-Shirt, showing your support!

Another way you can help us is by spreading the word about Scenic 98 Coastal. Lots of people don’t know anything about us (over 6,400 people do!), and we would appreciate your support in getting the word out. Share Scenic 98 Coastal with friends and family. It’s easy and free for all subscribers.

We will continue promoting the small businesses in the area, highlighting the non-profits doing the hard work in our communities (in which many of you are involved), and call attention to the conservation efforts working to preserve and protect this special area we all love and enjoy. We will always have stories on fun stuff, like music, art, live performances, festivals, day trips, epicurean delights, and lots of good people stories! That’s what we do.

Anything you can do to help us grow is appreciated. We have so much more to share with you, and we'll be bringing it to you as soon as possible. We have big plans! Original content is still king in our world, and we want you to be a part of what we are about with your suggestions, participation, and positivity. We will keep everyone posted as we inch our way forward, and we welcome each of you to become a key part of the team navigating the Scenic 98 Coastal waterways.

‍For Sponsor/Advertising Information: If you'd like to be associated with an up-and-coming popular publication and support community endeavors, small businesses, and conservation efforts to protect and preserve this wonderful part of the Gulf Coast, consider sponsoring Scenic 98 Coastal (Call me: Zeb Hargett 205 908-6605)

Want to make a Scenic 98 Coastal Contribution? (Click Here)

Want to purchase something from the Scenic 98 Coastal Online Store? Click Here

(Lots more coming soon!)

To Share Scenic 98 Coastal: It’s easy! Just fill in the subscribe button with your name and email address. (We will never sell or share your information. Never!)

Thanks so much!