June 2004 | From the Editor
An Affirmation of Values
Each of us must make our way along our own sacred path. In taking that utterly unique and magical journey, it is necessary for each of us to face many decisions.
Dragonfly’s decision regarding whether to accept tobacco advertising is not an effort by this company to make a decision that is only yours to make. Each of you must determine your own relationship to tobacco. If Dragonfly declines to provide information on such products, I am certain that you will not have difficulty finding it elsewhere.
Rather, Dragonfly’s decision is about taking responsibility for our relationship to tobacco and how it informs our commitment to pursue right livelihood. Our decision is an affirmation. It is only one small judgment that along with hundreds of others will determine what kind of new media company we are in the process of creating.
Among those who work so hard to create this publication every month, there are those who smoke and there are those who don’t. Interestingly, that demarcation was not always a reliable indicator of their views on this subject in our internal company-wide discussions.
Among our outspoken and eloquent readers (see our letters section), there are those who deeply oppose the idea that this organization would profit from the marketing of tobacco and there are those who seem genuinely puzzled at the thought we would not. Your response has been extraordinary. In every market we have received far more letters than we will be able to publish. At press time, the letters and e-mails at Evergreen Monthly were still arriving daily.
Dragonfly Media will decline to accept the insertion order from the Santa Fe Natural Tobacco Co.
Whether you agree with this decision or not, I am hopeful that you will recognize it has been made following an open and vigorous debate with all points of view carefully considered. Both the process and outcome were based on our intention to use our values as our guide.
With our more expensive 100 percent post-consumer newsprint, our commitment to give back a percentage of any profits we eventually make to the community and now our refusal to accept certain types of advertising, we are pioneering a distinctive course in the field of publishing.
Many of you who wrote to advocate that we not accept tobacco advertising offered suggestions on how we might replace the substantial loss of revenue. Please review the accompanying box to see some ways you can help.
All of us at Evergreen Monthly are convinced it is possible to build a successful media company based on values, transparency and integrity. This is the time to offer us your encouragement and to send us a message that we are right.
Thank you for your continued support,
Ron Williams
President & CEO
Dragonfly Media
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