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New Distribution Boxes For Our Only Local Paper Newspaper
Publisher and Executive Editor Dean Gray
points to map indicating strategic placement
locations for new distribution boxes. Gray
operates two newspapers, the Desert Valley
Star Weekly serving the Coachella Valley in
Riverside County and The American Free
Journal serving the high desert of San
Bernardino County. Gray's newspapers
recently acquired fifty red metal boxes
(seen behind bars in storage)
The two tabloids recently increased to 32
pages and are now reaching over 20,000
readers. Gray publishes newspaper products
found in dedicated racks at high traffic
locations and retail points of sale in
addition to all the regions public libraries
and ten city halls in the desert region.
"The new boxes increase brand
recognition," Gray said, "Its like having
brilliant red mini-billboards all over the
place with our white logo telling people to
pick up our papers. We reach tens of
thousands more people with newsprint
compared to the Internet. Few know about the
blogs but our papers are everywhere."
The Star Weekly also offers a website (www.desertvalleystar.com)
featuring a "page flipper" and web pages of
stories. Website archives hold nearly 1,000
original stories going back over three years
featuring dozens of local writers. The
company already lists over 540 distribution
locations including all the local major
hotels and spas.
Praxis Communications, Inc. of Desert Hot
Springs is the company Gray works for that
is growing a successful business with over
20 people on staff and as contributors. Gray
started in the newspaper business at nine
years old delivering a weekly newspaper for
ninety cents a week. He started his first
independent newspaper in 1968 with four
issues, selling advertising to pay for the
costs of production. Gray has been published
in newspapers and magazines, later
enjoying a prior career marketing high tech
Internet companies during the 1990's.
As writer and publisher Gray credits two
individuals as inspiration. Art Kunkin, now
of Joshua Tree, published the LA Free Press
and is now a contributing columnist and
mentor to Gray. Paul Krassner, a Grammy
award winning writer and prolific activist
now living in Desert Hot Springs, published
The Realist which also inspired Gray in his
early years.
Running a communications business is no
easy task, especially in an economic
recession where many newspapers are
troubled.
"We publish the only independent weekly
voice in the desert region," Gray said,
referring to the dominance of the Gannett
Corporation (the largest newspaper publisher
in America) which publishes The Desert Sun.
"There's nothing lucky about it, only hard
work. We're an alternative community
newspaper and a growing business. Fifty two
times a year, week after week, we write
original stories about art, music, community
events and city matters. Reprinting
syndication and making a website blog is
easy compared to this."
The business is a member of three
chambers of commerce (Palm Springs, Desert
Hot Springs & Yucca Valley) plus the
American Advertising Federation, The
Association of Free Community Papers and the
Independent Free Papers of America plus
several other trade association
organizations. The office is located at
66538 Eighth Street in Desert Hot Springs.
The free papers are supported by
advertising which is less costly than the
competition. We at Friends of Desert Hot
Springs encourage your support of Desert
Valley Star. They offer display advertising,
classified advertising and public notice
legal ads (DBA fictitious business, probate,
etc.)
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