‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 
Good Thursday morning to you!

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

John Wanamaker is credited with that great quote. The founder of the chain of department stores that eventually became part of Macy’s was considered to be a pioneer in marketing. And he was right. Knowing what advertising is working and what isn’t is a challenge for every business or organization, even in today’s world of verified audits and analytical reports.

The real trick with advertising is defining “working,” as it is different for each customer. Some expect a specific number of direct leads. Others want to sell a certain amount of product. And some simply want to “get their name out there.” And, to be fair, selling sneakers is a lot different than selling insurance. One size doesn’t fit all in the advertising world either.

Despite what some in our industry claim, advertising really isn’t that complicated. Determine your goal. Define your message. Deliver it to the appropriate audience. And then, as best as you can, measure the results.

But advertising is also about emotions, or how a campaign makes the consumer feel. Does the ad make you smile? Does it make you hungry? Does it engage you in a positive way?

Or, on the other hand, does certain advertising annoy you? Make you want to turn the channel? Flip the page? Close the website or social medium? Swear that you will never buy that product or service?

In my career, I have learned the value of advertising that is highly sought out, as well as the dangers of advertising that is considered bothersome.

When I worked at The Des Moines Register in the 1990s, the phones would ring off the hooks when the Target insert was left out of the Sunday Register. Readers wanted that advertising and demanded that they receive it. Years later when I was managing a community newspaper in Boone, we would receive calls throughout the night if a carrier route for the shopper was not delivered. Residents demanded their free shopper with the grocery and classified advertising. Today, readers of our publications tell me that they enjoy our advertising as much as our editorial content. I take pride in that as I also become annoyed by various forms of advertising that flood my phone, computer screen and TV. Creating effective advertising is an art form and a science, and we are fortunate to have talented people to help serve our customers manage through this.

Can we do better? Absolutely. We have to, or we won’t be here. We have to continually improve our editorial content, our print quality, our distribution methods and our communication with our readers and advertisers. And we have to help our customers determine their goals and identify which half of their advertising is working and which half isn’t.

Have a thoughtful Thursday, and thanks for reading.

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


Your Clear Mortgage forecast from Jason Parkin

Warm and dry conditions continue into the weekend. Rain chances increase late Sunday into the beginning of next week.

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

Things To Do

Thursday, Sept. 9
⇛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:
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.
2515 NW Ridgewood Drive
Grimes, IA 50111
This 5-bedroom, 3-bathroom ranch has a three-car attached garage. The spacious 1,934 square feet includes a finished basement. Enjoy the outside of the home, which features a covered deck and fire pit. ...
Find Out More!

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

1324 Park Ave.
3400 block S.W. 9th St.
700 block S.W. Porter Ave.

56th Street from Douglas Avenue to Madison Avenue will be closed beginning at 6:00 a.m. on Thursday, September 9, 2021, through 5:00 p.m. on Thursday, September 23, 2021.

A project to reconstruct the right lane of eastbound Interstate 235 over Cummins Parkway at mile marker 4.3 requires shifting traffic to the left on the roadway for a short distance from 7 p.m. Thursday, Sept. 9, until 5 a.m. Friday, Sept. 17, weather permitting,

A.M. Headlines

FROM KCCI: Iowa DPH confirms 18 cases of COVID-19 mu variant

DES MOINES, Iowa — A new variant of COVID-19 has been confirmed among Iowans, according to the Department of Public Health. Iowa DPH confirmed 18 cases of the mu variant in the state. ...READ MORE FROM KCCI

FROM WHO-TV: Motorcyclist killed in morning crash on east side of Des Moines

DES MOINES, IOWA — A motorcyclist was killed in a crash this morning on the east side of Des Moines and police say excessive speed was likely a cause. It happened just after 7:00 am in the 2100 block of Guthrie Avenue. Witnesses tell police that a motorcyclist was traveling westbound at a high rate of speed when he hit a truck that was pulling out of convenience store onto Guthrie Avenue.  READ MORE FROM WHO-TV

FROM WOI-DT Local 5: Ankeny native returns home after winning javelin bronze at Tokyo Paralympics

DES MOINES, Iowa — Bringing home a medal from the 2020 Tokyo Paralympics wasn't part of Iowa native Justin Phongsavanh's life plan, but last week, his javelin throw earned him bronze. ..... READ MORE FROM WOI-DT Local 5

The Score
Iowa Cubs: The Toledo Mud Hens (64-46) scored six runs in the last two frames to beat the Iowa Cubs (45-65) by a score of 7-5, Wednesday at Principal Park.. ... READ MORE
MLB: Twins 3 Indians 0, Orioles 9 Royals 8, Cubs 4 Reds 1, Cardinals 5 Dodgers 4, Athletics 5 White Sox 1  ...READ MORE
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 Place to Work Out
1. The Sandlot
2. SISU Strength Academy
3. Burn Boot Camp - Clive


Read more

Michael reflects on 32-year career: Decades of memories made as a dental hygienist.

By Lindsey Giardino

“When I became a dental hygienist, I never dreamed that my job would bring me so many awesome memories,” says Becky Michael, who worked at the Des Moines Dental Group (now Hinke Family Dentistry) in Altoona for 32 years. “Not only did I get to do what I love, but I also formed so many lasting friendships.”

Michael will retire at the end of August so that she and her husband can spend more time with their five grandchildren and enjoy traveling. Yet leaving the only career she’s known is certainly bittersweet. Many of the patients Michael has seen have been with her since she started at the office in 1989. She’s even been able to serve their children and now their grandchildren.

From marriages to deaths to births and divorces, Michael has been through it all with her patients.


Read more

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 ...








A pair of mourning doves visit my yard. — Photo by Tammy Pearson
Share your favorite snapshots! Email to tammy@iowalivingmagazines.com to be included in an upcoming Daily Umbrella!
Digital Editions
Jordan Creek Living magazine is published each month and mailed to every household in the community. The September issue cover story, "Home Run," is about home improvement projects that "hit the ball out of the park." Also included are other features, informational articles and local photos. Each edition, as well as the archives, may be viewed at www.iowalivingmagazines.com. Read the July issue here.
Featured Events
Birthdays and Notables!

Happy Birthday Addie Davis!

Happy Birthday to these celebrities:  Adam Sandler, Hugh Grant, Leo Tolstoy, Michelle Williams, Michael Buble, Colonel Sanders, Lauren Daigle, Hunter Hayes, Joe Theismann

SUBMIT: Send your birthday greetings and congratulatory notes to:tammy@iowalivingmagazines.com

Poll of the Week

If you could see one of these comedians perform today, which one would you pick?

George Carlin
Richard Pryor
Robin Williams
Redd Foxx
Joan Rivers


Results of last week's poll:

Would you wear a seat belt in your vehicle if the law didn’t require it?

Yes - 85%
No - 15%

Morning Chuckle
What does a frog drink if it wants to lose weight?
DIET CROAK! Lots of guesses for this one: Aaron Burns (whose superpower is answering riddles), William Snyder, Lori Bluml, Gail Tomlinson, David Whims
What did the frog say about his favorite book?

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!


This email was sent to: email@somehost.com

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