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Good Thursday morning to you!

I am often asked how we are able to grow the readership of our publications while paid newspapers continue to suffer from declines in circulation. The answer is two-fold.

First, it starts with our business model, which is based on providing our publications for free to our readers. Unfortunately, many paid circulation newspaper and magazine publishers became greedy over the years, increasing the costs for consumers to subscribe while providing less content (more on this in point No. 2). Charging more and giving less is not a good recipe for any business. This became more complicated when paid newspapers decided to give away content on their websites for free. I challenge you to name any other industry that had two-thirds of households buying their product and then acted dumbfounded when fewer people continued to purchase it because they could get it for free from the same company elsewhere. That decision by newspaper execs continues to be mind-boggling. For us, the digital option was simple. We give our publications away for free in print… and online. Our digital efforts do not exist to replace our print publications (and alienate our most loyal readers) but rather to enhance our print publications. That may change over time, but, for now, our print readership far exceeds our digital readership. Meanwhile, we are focused on providing as much news and information as we can through every available medium — for free.

Second, content truly is king. Michael Gartner shared a story with me a few years ago from Abe Rosenfeld, who was the executive editor of The New York Times. Rosenfeld’s father ran a lunch counter in Manhattan. He said there were lunch counters everywhere at the time, and business was awful for all of them. To help their bottom line, some of them started adding water to the soup. Their customers soon realized this and went elsewhere. Slowly, those lunch counters went out of business. Rosenfeld said his father took a different approach and added more tomatoes to his soup, and his customer base grew. That was Rosenfeld’s — and is Gartner’s — advice to improve newspapers. Newspapers and magazines today need more tomatoes — more content. And that content should be of the local variety, not filler pieces from other publications. At Big Green Umbrella Media, we spend substantial time and money on producing local content for our publications. Although we certainly don’t have it all figured out, we are convinced that a focus on local content is crucial to any success we may have.

So despite the fact that most paid newspapers and magazines are dying, all print is clearly not dead. We are proving it. Others are, too. There is also no doubt that in the media world — both in print and online — content is king. We are determined to prove that as well — one tomato at a time.

Have a thoughtful Thursday and, as always, thanks for reading.

Shane Goodman
President and Publisher
Big Green Umbrella Media
515-953-4822, ext. 305


Your Clear Mortgage forecast from Jason Parkin

A boundary lingering around the state will keep thunderstorm chances in our forecast off-and-on all the way through the weekend. The heat will stick around through Saturday, but will moderate a bit after, with highs in the mid-80’s for Sunday and into next week.

For help with preapprovals or refinancing, get in touch with Jason at parkin.mortgage

Things To Do
Thursday, Aug. 26, 6-8:30 p.m.
⇛Valley Junction Farmers Market and Music in the Junction
At: Railroad Park in West Des Moines
Info: The best way to spend an evening outside in central Iowa? It’s in Valley Junction, according to many. www.valleyjunction.com
Live music schedule:
Aug. 26: Rhythmatics
Sept. 2: Final Mix
Sept. 9: Brian Herrin Band
Sept. 16: 16 Staples
Sept. 23: Boomerang
Sept. 30: Freestyle
Featured Home For Sale
Attention realtors, post your listings here for $50. Contact pat@dmcityview.com for details.
2628 7th Avenue Court SW
Altoona, IA 50009
OPEN HOUSE: August 29, 2021
1:00 PM CDT - 4:00 PM 
Better than New! Open floor plan offers gorgeous luxury vinyl plank paired w/white trim & designer wall color. Open floor plan holds great room w/fireplace open to the bright white kitchen. Stainless steel Kitchenaid appliances are included. Check out the dbl oven! Generous amounts of granite counters complement the back splash. Enjoy meals at the center island or dining area w/sliders to the covered deck overlooking the yard & open field. ....
Find Out More!

Here are today's mobile radar locations for the Des Moines Police Department. Please drive safely!

100 E 30th St
2300 E 33rd St
2300 Hull Ave

1st Street from Douglas Avenue to Seneca Avenue will be closed between 8:00 a.m. and 5:00 p.m. today. This closure is necessary for resurfacing.

A.M. Headlines

FROM KCCI: Chemical spill at Ajinomoto plant forces Eddyville residents to shelter in place

EDDYVILLE, Iowa — Eddyville residents are sheltering in place Wednesday evening following a hazardous material incident at the town's Ajinomoto plant. The Wapello County Sheriff's Office confirmed to KCCI that a hydrochloric acid spill occurred at the plant. ...READ MORE FROM KCCI

FROM WHO-TV 13: “It’s outdated”: Des Moines drafting plans for possible Principal Park renovation

DES MOINES, Iowa — Principal Park has been the Iowa Cubs’ home since 1992, but the city of Des Moines now sees it as more of a fixer-upper. “It’s one of the older stadiums left in Triple-A,” said Des Moines Parks and Recreation director Ben Page. “That’s not to say we haven’t done a good job at keeping it looking nice, it’s just an old ballpark.”  READ MORE FROM WHO-TV

FROM WOI-DT Local 5: Water main break reported along 6th Avenue in Des Moines

DES MOINES, Iowa — An emergency water outage near the 3900 block 6th Avenue in Des Moines is impacting a few residents Wednesday evening.  The Des Moines Water Works website says water is off on 6th Avenue from Seneca Avenue to Madison Avenue for an emergency. The website does not say how long water will be out for or what caused the emergency..... READ MORE FROM WOI-DT Local 5

The Score
Iowa Cubs: The Omaha Storm Chasers (53-44) scored in each of the first four innings on their way to a 10-3 win over the Iowa Cubs (42-56) in game two of the series, Wednesday at Principal Park. ...READ MORE
MLB: Cardinals 3 Tigers 2, Astros 6 Royals 5, Cubs 5 Rockies 2, Rockies 13 Cubs 10, Blue Jays 3 Rockies 1, Twins 9 Red Sox 6 ...READ MORE
BARNSTORMERS: the Iowa Barnstormers have secured a home playoff game. The Iowa Barnstormers will face the Duke City Gladiators at Wells Fargo Arena in the first round of the 2021 Indoor Football League playoffs on Saturday, Aug. 28. Kickoff will be at 7:05pm with doors opening at 6:00pm.
CITYVIEW's Best Of Des Moines 2021

Nearly 14,000 votes were cast in the 2021 CITYVIEW Best Of Des Moines readers' poll.

Best Local Gift Shop 

1. Bing’s
2. Tandem Brick Gallery
3. give


Read more

Matthias opens doors for equestrians to train: Youth team competes, mostly out of state

By Rachel Harrington

Kim Matthias, owner of Matthias Arabians in Norwalk, grew up with horses and a passion for them. Because of that love, she has had horse stables in Norwalk for 20 years.

“We have about 35 total stalls, which are currently mostly full,” she says.

Matthias has Quarter horses and Arabians, and she also crosses Quarter horses with the Arabians.


Read more


FedEx Ground Hiring for Warehouse Positions - 16.50/hour to start. TUITION ASSISTANCE PROGRAM - work toward your future by earning your degree while working for us! More information can be found at https://groundwarehousejobs.fedex.com

Contract Delivery Driver
Deliver magazines to area businesses up to two days per week (Wednesdays and Thursdays), depending on the week. Requires dependable vehicle, driver’s license and proof of insurance. Contact Patrick at 515-333-1405 or patrick@dmcityview.com for details on available routes and pay.

Place your help wanted ad in the list below for FREE! Email to pat@dmcityview.com. And ask us about upgrading your FREE ad with a display ad in any of our publications.




LPN ...








Snapshots: Fun at the Iowa State Fair!
The Iowa State Fair. Photo by America Duran
Share your favorite snapshots! Email to tammy@iowalivingmagazines.com to be included in an upcoming Daily Umbrella!
Digital Editions
Altoona Living is published monthly and distributed to all households in the community. This month's cover story is about the community's Altoona Palooza celebration. Read about it in this month's issue, as well as other local features, informative articles and pages of photographs here! See all of our Iowa Living magazines at www.iowalivingmagazines.com.
Featured Events
Birthdays and Notables!

Happy Birthday to these celebrities: Mother Teresa, Dylan O'Brien, James Harden, Chris Pine, Macaulay Culkin, Melissa McCarthy, John Mulaney, Keke Palmer, Amanda Schull, Evan Ross, Mike Colter, David Price,

SUBMIT: Want to wish someone a Happy Birthday or a Congratulations on their big day? Email tammy@iowalivingmagazines.com

Poll of the Week

How many postage stamps do you use per month?
16 or more
None of the above


Results of last week's poll:

When was the last time you bathed in a bathtub?

A day ago - 20%
A week ago - 2%
A month ago - 7%
More than a year ago - 67%
Never - 4%

Morning Chuckle
How do you properly identify a dogwood tree?
BY IT'S BARK! I was told this one was too easy. Brent Antisdel got it a nanosecond after I finished the question. Also on the button were Chuck Golliher, Judy Anderson, Lori Bluml. William Snyder suggested, "By its dog tags."

Why were the Australian members of a cooking show surprised when the audience applauded the chef's meringue?

Have a guess? Email tammy@iowalivingmagazines.com 


P.S. As a free newsletter, we rely on readers like you to grow our subscriber list. If you have a friend or coworker who you think would enjoy waking up to The Daily Umbrella each weekday morning, please share our newsletter sign up page with them! Visit www.thedailyumbrella.com and click on the SUBSCRIBE link on the upper right-hand side!


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Big Green Umbrella Media, Inc.
8101 Birchwood Court, Suite D
Johnston, Iowa 50131