Pitkin County debates expanding paid advertising to both local papers; officials clarify marketing vs. news coverage

Pitkin County’s strategic communications manager walked the board through how the county currently uses marketing dollars and asked whether paid advertising should be broadened to include both the Aspen Times and Aspen Daily News.

Allison Beck told commissioners the discussion was limited to paid marketing — ‘‘AD dollars’’ — and did not reopen the 2022 question about a legal paper of record or county news coverage. She presented a snapshot of recent paid placements (public‑service and program ads for senior services, community surveys and public notices) and summarized reach data supplied by the Aspen Times for print, web and demographic newsletters.

Beck explained that departments control their own marketing allocations and that expanding into both local papers would not automatically increase county spending unless departments choose to reallocate or the board increases next year’s budgets. She recommended treating placement choices as a menu of options that departments could use according to audience objectives.

Sarah Gurgus, publisher of the Aspen Times, attended the meeting and answered circulation questions from commissioners about newspaper box stocking and digital reach. Commissioners discussed the tradeoffs of broader paid placement, the importance of maximizing reach for recruitment and public‑safety messaging, and expressed continuing concerns about editorial quality and staffing at small local outlets.

No formal decision was taken; staff will discuss specific department campaigns with publishers and advise departments of options for their allocated marketing dollars. The board indicated support for exploring expanded placement where departments justify the audience and cost.