The City of Winston, Oregon paper newsletter laid flat showing the front cover with mailing details and news stories on the back.

What turned this town around? A paper newsletter.

ByBecky McCray

When I spoke to the League of Oregon Cities, Councilor David Cunningham walked up to me and dropped a sheet of paper on the table in front of me. I have been dying to share this with you! 

David represents the City of Winston, population 5400. They had been having some problems in town. People were missing important information and announcements, and it was breeding some bad feelings and issues. 

They turned the whole thing around with the simplest idea: a paper newsletter. But not just any old city newsletter. 

Lots of towns do newsletters, but I wish you could feel the quality of the paper they use: stiff, like card stock. That sends a message that this is valuable enough to use good paper. It says, “The official newsletter of the City of Winston, Oregon” so you know who’s talking. 

They’re not sending this out on the back of your water bill for you to see when you’re already in a bad mood.  “Why is my bill so high?! I hate the city,” you think. “Oh, look. News.” Um, not a great idea.  

The City of Winston mails these separately to every resident in the town. Do they have your mailing address? They’re going to send you one. 

And look at the solid topics they’re covering: 

  • “New business in town.” Great! That’s positive news. 
  • “Organizations in town that could use your help.” Instant community building.  
  • “Notes from the Water District: Construction will start in November on Cary Street to install a new water mainline.” How many people knew that until they got their newsletter? 
  • Meet the Mayor on the first Saturday for coffee. Great idea!
  • There’s a “thank you for serving our country and protecting our freedom” note because it was Veterans’ Day. 
  • “What’s happening in town? The Winston shopping center antique mall is undergoing rejuvenation.” More positive news. 

Now wait, that’s just one issue! Other issues have articles like understanding your property tax statement, an update on city grant applications and approvals, and a monthly information meeting to help all the organizations in town know what each other are doing. I seriously love that last one! 

Do you know what happens when people don’t get their newsletter? They are going straight to city hall. “Where’s my newsletter? I need to know what’s going on.” 

How well do you think this helps improve communication and avoid problems? And how much would that be worth to your town? 

To the City of Winston, it’s worth $27,000 per year. They cooperate with the Winston Area Chamber of Commerce on the publication, it’s designed by Classy & Sassy Digital Marketing and printed by Douglas ESD Printing. (That’s the school, I bet.) 

No matter how they make it work, it does work. And you’re at least as creative as the folks of Winston. 

Thanks again to David for dropping this idea on me. It’s one of the best city newsletters I’ve ever seen.

The City of Winston, Oregon paper newsletter laid flat showing multiple columns including messages from the Mayor and City Manager, Veterans Day recognition, new businesses, water district notes, food pantry information, and organizations seeking volunteers.
When David handed me two issues of their city newsletter, other people around the table begged to take one. I barely managed to get away with this one. Click through and read it!