Rural Missouri - November 2019 - 4

| C O O P E R AT I O N

New look for an old friend

Rural Missouri moves to magazine format with January 2020 issue
"Can't wait to read it," a watercolor painting by Washington, Missouri artist Jim Peters, sums up the feelings of many Rural Missouri readers who tell us they can't wait for the next one to arrive.

ood things come in small packages. That's the philosophy behind
changes planned for the January 2020 issue when Rural Missouri will
move to a new size. The publication will start its 72nd year as a true
magazine, joining most of the 29 other statewide rural electric cooperative publications that have already made the change.
The new size will use one-third less paper and will cost slightly less to mail.
This will help us control the cost of producing Rural Missouri. Currently we
bring it to you for 17 cents less than the price of a postage stamp.
The size is the only thing that will change. The design will stay the same,
with only subtle changes to ensure it fits in the smaller size and to give us
greater flexibility in our layouts. We will keep the type size the same, a nod to
those readers who tell us they can't read fine print.
Instead, we will be adding pages to your favorite sections and increasing
the number of photos we use. "Photography has been an important part of
Rural Missouri since the name was changed in 1978," says Editor Jim McCarty.
"We've always thought the magazine format would lend itself well to our awardwinning photography. Look for expanded photo stories throughout the new
Rural Missouri."
Rural Missouri began in January 1948 when it was called the Rural Electric
Missourian. The first issue reached 90,000 electric cooperative members. That
first black and white publication was printed on newsprint and was more of a

Missouri
Volume 72

NOVEMBER 2019

Number 11

RURAL

"Devoted to the rural way of life"

Rural Missouri is published monthly by the Association of Missouri
Electric Cooperatives, Caleb Jones, CEO/executive vice president.
Individual subscription rate: $10 per year or $22 for three
years, taxes and postage included. Group rate for members of
participating RECs $2.22, plus taxes and postage, paid from equity
accruing to the member. Delivery as specified by subscriber. If not
specified, delivery will be by periodical class mail at subscriber's
expense. Periodical Class postage paid at Jefferson City, MO, and
additional mailing offices. Copyright 2019, Association of Missouri
Electric Cooperatives. Call for reprint rights.

RURAL MISSOURI | NOVEMBER 2019

newspaper than a magazine. The topics included efforts to bring electricity to
those still living in darkness and the formation of KAMO Power with the goal of
reducing rates.
Over the years, the publication changed to keep up with the times. In the
early 1960s, for example, spot color began gracing the pages. Full page cover
photos started appearing in 1969. Those photos started running in color three
years later. The name changed with the October 1978 edition. This reflected the
new goal of helping to improve the quality of life for those living in rural Missouri.
As technology improved, the cost for color printing came down enough that
we were able to produce the first all-color issue in February 2002. Those color
photos really started to pop in 2018 with a move to glossy paper.
What was once a 16-page black and white newspaper will now be a full-color
glossy magazine with 56 to 60 pages. And there are more of you enjoying it. Our
circulation has now topped 560,000.
Through all of these changes, Rural Missouri has enjoyed a strong following
from a loyal readership that tell us they can't wait to find it in the mailbox.
We hope you like our new look. We think you will find it easier to hold, especially for those of you who like to read Rural Missouri with your morning cup
of coffee. From the entire staff, thanks for welcoming us into your homes every
month.

EDITORIAL STAFF: Jim McCarty, editor, jmccarty@ruralmissouri.coop
Paul Newton, managing editor, pnewton@ruralmissouri.coop | Heather Berry, associate editor, hberry@ruralmissouri.coop
Megan Backes, creative director, mbackes@ruralmissouri.coop | Zach Smith, field editor, zsmith@ruralmissouri.coop
Angie Jones-Wheeler, co-op page designer
ADVERTISING: Mary Davis, production manager, mdavis@ruralmissouri.coop
Postmasters: Send address changes to Rural Missouri, P.O. Box 1645, Jefferson City, MO 65102.
Subscribers: Report change of address to your local cooperative. Do not send change of address to Rural Missouri.
Advertising standards: Advertising published in Rural Missouri is accepted on the premise that the merchandise and services offered are
accurately described and sold to customers at the advertised price. Rural Missouri and Missouri's electric cooperatives do not endorse
any products or services advertised herein. Advertising that does not conform to these standards or that is deceptive or misleading is
never knowingly accepted by this publication.

Editorial: Rural Missouri, P.O. Box 1645, Jefferson City, MO 65102
573-659-3423 | info@ruralmissouri.coop | www.ruralmissouri.coop
Advertising: mdavis@ruralmissouri.coop | 573-659-3400
National Advertising Representative: American MainStreet Publications;
611 S. Congress St., Suite 504; Austin, TX 78704 | 573-659-3400

USPS 473-000 ISSN 0164-8578

Circulation of this issue: 562,887

http://www.ruralmissouri.coop http://www.facebook.com/RuralMissouri http://www.pinterest.com/ruralmissouri http://www.youtube.com/RuralMOmag

Rural Missouri - November 2019

Table of Contents for the Digital Edition of Rural Missouri - November 2019