The Milwaukee Journal Sentinel missed the boat in its Jan. 4 story: "VITAL Source Magazine Calls it Quits."

My sources tell me that VITAL Publications is alive and well, thank you very much. The owners of VITAL Publications announced that it is shedding its print publication, due to declining 2009 revenue projections from traditional advertisers. The owners went on to explain that the decision to eliminate the free magazine had been long-planned and will keep the company cash-positive and positioned to continue its growth trajectory. (The company provides media distribution and creative services - including design, writing and copy editing - to Milwaukee businesses and non-profit organizations, and operates a popular website, vitalsourcemag.com.)

Hats off to the owners of VITAL Publications, who wisely decided to focus on its profitable business lines, keep a highly productive and versatile staff and be in a good position when advertising dollars begin flowing again.

VITAL Publication's strategic move should serve as a reminder to all of us small business owners to focus on our core competencies and revenue-generators and eliminate potential waste. Those smart businesses that realize the need to shift gears, then do so, will weather the stormy freakonomy. Those that don't, won't. That is the news story in VITAL's announcement. Certainly it is a trend story that we will read about with more frequency in 2009.

We will miss VITAL Source, the free magazine, while we wait for our dates at coffee houses, for certain. It was a wonderful arts and culture monthly. I guess I will just have to visit my VITAL friends online more often. You should too. VITAL Publications will be launching a new web site in February. Can't wait! And before then, VITAL Source will be celebrating its Fearless Leaders at the Eisner Museum on January 22. For more information about this new, first annual initiative, visit:
www.vitalsourcemag.com