- February 4, 2026
In the last two printed editions of the Observer, meaning Jan. 29 and Feb. 5, our circulation has increased in a big way, thanks to our new delivery sponsorships.
On about Jan. 29, 1,600 Halifax Plantation residents received the Ormond Beach Observer in their mailboxes On that same edition, about 2,300 homes in Margaritaville received the Daytona Beach Observer. That's on top of about 5,500 copies that we normally distribute, representing a 71% increase.
This week, about 4,200 residents of The Hammock will receive The Hammock Observer in their mailboxes, plus 500 on newsstands. That total of 4,700 represents a 370% increase over our typical 1,000 circulation.
In our world, that's a game-changer. We are working hard to make this a regular thing, building more and more bridges of understanding, and building community spirit. In other words, saving the world through local journalism.
Here's the note that's going on the front page of The Hammock Observer this week:
Yes, The Hammock Observer was just delivered to just about every mailbox in Island Estates, Hammock Dunes, Ocean Hammock, Sea Colony, Matanzas Shores, etc. Overall, the circulation this week is over 4,700, while last week it was 1,000.
The goal of this expansion is this: When you pick up the front page, you get the feeling that everyone else in your neighborhood is doing the same thing at the same time. All your neighbors are reading the same headlines. That’s the definition of a community moment, and that’s what the Observer is all about.
That increased circulation comes with a few changes. First, the U.S. Postal Service delivery arrives on Fridays, which is a day later than we’d like. Hopefully that’s a small sacrifice. Second, our newsstand delivery is being cut in half, since so many of our regulars are now getting the paper in their mailboxes instead. That means routines will be shaken up a bit, but, again, hopefully that’s a small sacrifice.
In essence, you just got a free subscription, thanks to the businesses that are choosing to sponsor our direct mail delivery. If you like what you see, give them a call and say thanks. If you don’t like what you see, send us an email, and we can get you taken off our delivery list: [email protected].
If you’re a business that wants to take advantage of this expanded delivery to do your marketing (is it hyperbole to say that this is now the best way to advertise in the history of The Hammock?), email [email protected].
The circulation may fluctuate from week to week, as we build our sponsorships, but we hope it’s a regular thing. Thanks for reading your free, hyperlocal newspaper.
— Brian and Hailey McMillan, owners
