Network: September 1992

Network reader-to-reader advice.

By Michael P. Cronin | 
 

Determined to save the American diner, Randy Garbin began publishing Roadside , a quarterly newspaper devoted to diners, in 1990. He wants to move his advertising base beyond diners to regional and national clients (Ho Cof ee, May, [Article link]).

You won't attract traditional advertisers with a small circulation among a broadly defined audience that picks up the newspaper for free. Instead, target certain companies and sell the public-relations possibilities. A food company might join you in a "Save the Diners" campaign; you could also sell T-shirts and mugs to diners for resale.

Kim Garretson

Vice-President

Mona, Meyer, McGrath & Gavin

Bloomington, Minn.

* * *

Steven Rosenthal asked for a guide to improving his employee reviews (A Kinder, Gentler, Employee Review, April, [Article link]).

When I had to write a guide for performance reviews, I went to at least 12 businesses and asked for copies of their review forms -- some were optometrists like me, but I also asked restaurants and shops -- and took the best of each. Taco Bell's was particularly good because it tells employees exactly what the company is looking for. Now, on my own form, I define desirable qualities such as adaptability, reliability, and initiative. I also recommend How to Do a Superior Performance Appraisal, by William S. Swan (John Wiley, 1991, $32.95), which helped me set standards for those qualities .

Dr. Jack Hall

Angels Camp, Calif.

* * *

Last December Bryan Chaney asked whether he should offer friends a discount when they visit his bicycle-sales-and-repair shop. Readers said no, but one disagrees (Such a Deal, December 1991, [Article link]).


Offer a discount to friends who provide referrals or who bring new customers into your shop. That way you'll keep their loyalty while building your business.

Craig Williams

Regional Service Manager

Biosound

Indianapolis

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