The Montrose Mirror
Since receiving a $1,000 Colorado Creates Small Steps Grant in 2011, the Montrose Mirror online news blast has grown exponentially, in terms of advertising and coverage. Readership in 2011 was around 3,000—today they are reaching more than 6,200 subscribers across the Western Slope and the State of Colorado. Their mission is to produce local content for Western Colorado readers, content that is not available through wire services or “canned” content producers, and circulate it via their extensive mailing list.
While The Montrose Mirror focuses primarily on small business and issues of importance to entrepreneurs, the Colorado Creates grant allowed them to expand from their primary territory and cover small, arts-related stories without ad revenue potential, providing stories of interest to their readers. Artists—even the most successful—do not always have the resources to advertise; however, in the publishing business advertising tends to drive coverage. The Colorado Creates grant allows businesses like The Montrose Mirror to help promote the excellent creative work being accomplished in their region. After all, art is a business like any other—and the money spent by local artists circulates many times in the local economy.