Giving Businesses a Voice and Doing It Without Paper
A syndicated article from the column “The Green Lane”, published by The Alternative Press.com
By Samuel K. Burlum
People ask me why journalism when you are so busy being the CEO of a fast growing emerging technology company?
I tell them because the price of having a voice, on a balanced, non-partisan, news information platform far outweighs the investment into print ads to get your message out to the audience in your own backyard.
The investment was one of the best I made for my firm.
In today’s large media consolidation, truthful and honest journalism has been compromised by the largest bidder for ad space, and small businesses don’t get the opportunity to wave their flag because they don’t have the dollars to purchase full page ads, especially family run organizations or new startups. I looked to other venues which our firm’s message could be heard; the choices were slim.
Then I was introduced to The Alternative Press (TAP), this very online news source, I was told it was a place where the journalists had integrity for reporting the truth, regardless of the controversy; where businesses have a right to express their message to the market place, and the market would be the ultimate judge of the company’s products and services. I examined the advertising platform, and as an advertiser I had the opportunity to be interviewed for a story.
At first I was very reserved, especially after I paid for print advertising for a year in a competing publication, and received a payback of zero. I thought, “Did anyone really see our ad? Who really got our message?” I also had hesitation and after being targeted by a television media news entertainment program that was only looking to boost ratings, using the tactics of news entertainment sensationalism. So after much deliberation, even though I was skeptical, I decided to give TAP a chance.
I was informed when the story was published, and to much to my surprise, only the facts were reported, creating for a positive and favorable translation of our company’s message. That reporter who restored my faith in true boots on the ground journalism, old-fashioned investigative reporting of the facts, was none other than the current Managing Editor of The Alternative Press of Sussex County LLC, managing the Newton Page, Ms. Jennifer Jean Miller. She reported the truth, supported by facts, not opinion, and I felt great triumph for the journalism world; it still had real investigative reporters left on the beat. Later investigation into TAP demonstrated that its philosophy was geared to partnering with small businesses, catering to businesses in the community. TAP’s only other agenda was to report on real news, localized content, in real time, without judgment, delivering objective, factual news.
As an advertiser I began to embrace the many benefits TAP offered our company. We were able to get our message out, and were able to begin to practice what we preached; less impact on the environment. Since TAP does not physically print on paper, we could feel good that we were delivering our message without adding to a stream of paper that would otherwise make its way into garbage cans and landfills. Our company could honestly say, that our reverse logistics in our marketing and advertising campaigns were more of a green environmentally friendly effort.
As a business who has now been working with TAP for just over a year, our company has managed to increase its public awareness of our innovate technology and practices, increase its sales, and has built a long lasting partnership with a media that cares about people and businesses, not just about profits and ratings. We have had the opportunity to enhance our green initiatives and environmental impact with TAP. I encourage your business to go paperless, and partner with a media and an advertising platform that understands your needs. Take advantage to express your voice. If you’re a local business, lost in the sauce on Main Street, it is your responsibility to inform people of the products and services you offer. TAP can be your voice.
I could think of no better way for a business to become known, building market confidence, than the power of the press. It can make or break you, it can be innovative and creative, or it can be your worst critic. The press can be used as a weapon, or as a tool that can be used for or against you. Just like everything else, no one wants to be the first one, and today everyone is looking for the sure bet. High risk, high reward, and that is part of the risk in being in The Green Lane.
About the author: Samuel K. Burlum. Mr. Burlum is the CEO/President, and Chairman of Extreme Energy Solutions Inc; a company that develops, sells, and services environmental mitigation products and practices. Under his leadership, Extreme Energy Solutions Inc. “Made in the USA Manufacturing Plan” was adopted; thus creating many new jobs in the Northeast. Mr. Burlum was a recent speaker at the World Green Energy Symposium, and discussed Green Transportation Solutions. Mr. Burlum has testified on behalf of innovative technology at many US EPA/NJ DEP stakeholders hearings, including hearings on dirty coal fired electric generation facilities, and national diesel pollution reduction campaigns. Mr. Burlum also serves as Vice President of SMART Air Fuel Saver LLC; a Board Director of Fleet Worx Leasing LLC; a Board Director for ESLC Inc; while also serving as Board Secretary for the Spirit of the Arts Foundation (501c3 Non-Profit). Mr. Burlum is involved in Motorsports (Stock Car Racing) industry, as a car/team owner, and driver. Mr. Burlum has been an Entrepreneur for over 20 years, founding his first business in 1992. He graduated from Berkeley College with an Associates Degree in Business Management & Entrepreneurship in 1998. He is an active participant and Member of both Sussex County and NJ State Chamber of Commerce; NJ Clean Cities Coalition, California Trucking Association, Global Information Network, and UMP Dirt Car. Mr. Burlum has been interviewed on radio and television including on WIBG 1020 am News Hurley in the Morning, NTR Radio’s Voice of Success Program, CBS Radio Al Cole’s People of Distinction, and Cablevision’s The Neighborhood Journal, and featured in many articles including in the publication The Taxi Insider, The Alternative Press, and MPG Today Magazine.
Samuel K. Burlum, CEO/President
Extreme Energy Solutions
150 Main Street, Ogdensburg, NJ 07439