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Newspaper pitches county opioid-settlement ads; supervisors form committee to review content
Summary
Enterprise Media proposed using opioid settlement funds for countywide direct mail and digital advertising to promote local resources; board agreed the outreach could be appropriate but asked a subcommittee to define content, compliance and frequency.
Christopher Ball, president of Enterprise Media, presented a proposal March 10 to use opioid-settlement funds to run countywide newspaper, direct mail and digital advertising detailing local recovery resources.
Ball told the board several Iowa counties have used settlement funds for public information campaigns and said his proposal would include direct-mail pieces to nearly every household in Chickasaw County, print placements in the local paper and shopper, and optional mobile banners for web and social platforms. He offered a discounted rate for a 10-month program and said the work would be run to comply with whatever restrictions county attorneys identify.
“We are the most read or consumed in local media in the county,” Ball said. “This is a starting point for budget. This is something you guys should talk about.”
Why it matters: Board members indicated they have no objection to using settlement funds for public outreach, but they emphasized that legal compliance and message content must be cleared before any ads run. Supervisors said the county’s opioid-response committee — which includes county staff, public health, sheriff and other stakeholders — should meet to develop recommended content and target messages.
Key points from the discussion: - Ball said direct mail using postal permits can reach about 4,920 homes at roughly $0.90 per piece and that the newspaper’s paid print circulation and web audience would add additional reach. - Board members asked for examples of ads other counties have run and asked Ball to share creative samples for committee review. - Supervisors proposed involving Pathways (the county behavioral-health partner), the public health department and the county attorney to vet content and ensure eligible settlement uses.
Board direction and next steps: The board asked a subcommittee — including supervisors, the auditor and public-health representatives — to meet with Enterprise Media and Pathways to develop proposed content, frequency and legal compliance checks. No funding commitment or contract was approved at the March 10 meeting.
Ending: Ball said he would provide ad examples and coverage summaries to the committee; supervisors set the committee as the next step before any purchase of ad placements.
