The Wellington Advertiser, a cornerstone of community journalism in Wellington County, celebrated its 50th anniversary in 2018, marking half a century of dedicated service, evolution, and deep connection with its readership. From its humble beginnings in the front seat of a car to becoming a thriving digital and print publication, its journey is a testament to the enduring power of local news.
The Genesis of a Community Voice: 1968
The story of the Wellington Advertiser began in 1968 when William Hugh Adsett, affectionately known as "Bill," founded the *Fergus and Area Shopping News* . Bill's initial venture quickly transformed into the *Wellington Advertiser* as it became evident that advertisers sought a broader circulation than what the subscription-based newspapers of the era could offer . This pivotal shift established the paper's commitment to widespread community reach from its very inception. The business literally started from the ground up, with Bill operating out of the front seat of his car.
Family was integral to the Advertiser's early operations. Bill's wife, Trudy, managed the Rockwood office phone line — which was, in fact, their home phone—while also handling tasks like bagging papers, preparing them for mail, taking advertisements over the phone, and raising their three children: David, Kirk, and Marie. Extended family members, including cousins, aunts, and uncles, also contributed, sometimes on a paid basis and sometimes not, highlighting the grassroots, family-driven nature of the enterprise.
Early Expansion and Technological Shifts
The newspaper's first significant expansion came in 1971 with the acquisition of The Community News, a smaller publication dedicated to covering Mapleton Township. This move broadened the Advertiser's reach and solidified its presence in the regional news landscape.
The mid-1990s brought a crucial technological transformation with the advent of desktop publishing. This innovation reduced the physical space required for production, leading to another significant milestone: the relocation of production operations from Drayton, which had served as the hub for both the Advertiser and Community News, to the Advertiser's headquarters at 180 St. Andrew Street in Fergus. This centralization streamlined operations and embraced modern publishing methods.
Professionalization and Growth: The Late 1990s
A defining moment in the Wellington Advertiser's journalistic trajectory occurred in 1996 with the hiring of its first full-time reporter, David Meyer. Meyer, who had previously sold rock and roll album reviews to Bill Adsett in the early 1980s, approached the Adsetts after the Elora Sentinel folded in 1995. Publisher Dave Adsett took a chance on Meyer, a decision that proved immensely beneficial. Meyer's "nose for news and prolific writing capabilities made a huge difference" in establishing the Advertiser as the definitive "newspaper of record for Wellington County".
The late 1990s were characterized by intense dedication and hard work. Meyer, Dave Adsett, and the newspaper staff often worked "long days - and nights" to expand the publication. Meyer recalled this period as "crazy hours, a crazy time, but it was exciting," noting that they "ran on adrenaline" to meet the demands of a growing newspaper.
Embracing the Digital Age and Community Leadership
The Wellington Advertiser continued to adapt with the times, venturing into the digital realm in 2004 by launching one of the first community newspaper websites in southwestern Ontario. This innovation allowed for the timely sharing of stories and images ahead of the weekly print edition, proving invaluable during events like the tornadoes that struck Centre Wellington and Mapleton in 2005. The website underwent subsequent revamps in 2007, 2012, 2018 and this current site launched September 2025, demonstrating a continuous commitment to digital presence.
In 2005, the entire operation moved from St. Andrew Street to its current office and warehouse building at the corner of Gordon/Gartshore Streets in Fergus. This physical expansion accommodated the newspaper's growth and increasing operational needs. Further enhancing its capabilities, an inserting machine was purchased in 2007 for the mailroom, and an addition was built in 2015 to expand mailroom and circulation capacities even further.
2009 marked a period of significant visual and content evolution. The Advertiser unveiled a new look, featuring an updated masthead and colors, which Dave Adsett felt they "finally got right" after six different mastheads over four decades. The delivery fleet also adopted this new branding. With circulation growing to 39,809, second sections of the paper, such as Inside Wellington, became a regular feature, focusing on exceptional individuals and groups. The newspaper adopted the tagline "We Cover the County," reflecting its comprehensive reach in content, advertising, and delivery. That same year, the Advertiser launched Minding Our Business, a monthly business magazine, and was recognized with the Centre Wellington Chamber of Commerce award for Large Business of the Year, with its staff growing to 44 employees.
The Adsett family's deep involvement in the community extended beyond the newspaper. Both Bill and Dave Adsett served in local politics, with Bill as reeve of Eramosa Township (1975-1982) and Wellington County Warden (1981), and Dave as mayor of Guelph-Eramosa and Wellington County Warden (2003). This dual role as publishers and politicians provided them with a unique perspective, allowing them to truly understand the county, its people, and the importance of giving every community a voice.
A Golden Anniversary and Digital Immortality: 2018
The culmination of five decades of hard work and dedication was celebrated in April 2018 with the Wellington Advertiser's 50th anniversary. A special publication was released, and a celebratory event was held at the Wellington County Museum and Archives on April 4, 2018.
At this event, founder William "Bill" Adsett was honored with the prestigious Gold Quill award, recognizing his 50 years of service to the newspaper industry. This rare accolade, received by only 46 people at the time, underscored Bill's profound impact.
The anniversary also marked another monumental achievement: the official launch of the Wellington Advertiser Digital Archive at the Wellington County Museum and Archives. This initiative made every edition of the newspaper from its inception in 1968 available online as searchable PDFs, preserving its rich history and making it accessible globally for researchers, students, and residents. This digital archive ensures that the Wellington Advertiser's legacy as a vital link between individuals and their community, a conveyor of information, and a holder of power accountable, will continue for generations to come.
The Wellington Advertiser's journey reflects not just the evolution of a newspaper, but the enduring spirit of community journalism—a commitment to informing, connecting, and serving the social and economic well-being of Wellington County.
Fun Facts About The Wellington Advertiser
Here are some interesting and engaging facts about the Wellington Advertiser, drawn from its 50-year history:
Mobile Beginnings: The Wellington Advertiser was founded in 1968 by William "Bill" Adsett, who initially ran the business from the front seat of his car.
Family Phone Line: Bill Adsett's wife, Trudy, managed the Rockwood office phone line, which was actually their house phone, while also handling various newspaper tasks and raising their three children.
Grace Before Dinner: The firm maintains a tradition of giving thanks before staff Christmas parties, with salesman Mac Mason often leading a non-denominational welcome.
Political Publishers: Both founder Bill Adsett and current publisher Dave Adsett served as Wellington County Wardens, Bill in 1981 and Dave in 2003, giving them a unique perspective on local governance.
First Full-Time Reporter: David Meyer, the newspaper's first full-time reporter hired in 1996, was initially known to Bill Adsett for selling rock and roll album reviews in the early 1980s.
Adrenaline-Fueled Growth: Growing the newspaper in the late 1990s involved "crazy hours" and running "on adrenaline," according to reporter David Meyer, highlighting the intense dedication of the staff.
Award-Winning Business: In 2009, the Wellington Advertiser was recognized with the Centre Wellington Chamber of Commerce award for Large Business of the Year, a testament to its business success and growth to 44 staff members.
Massive Circulation: The circulation department manages the distribution of over 40,000 papers and more than 334,000 flyers each week.
“Always Gets It Done": Despite facing "ridiculously high flyer amounts," the circulation team is known for always completing their tasks, a phrase often repeated by lead hand Sharon Goudreault.
Digital Immortality: All 50 years of the Wellington Advertiser's editions, from 1968 to March 2018, are available online in a searchable digital archive, launched at its 50th-anniversary celebration.
Preservation for Centuries: The digital archive project not only created searchable PDFs but also preserved the newspaper pages as microfilm, a technique considered dependable for preservation for up to 500 years.
Gold Quill Recipient: Founder William "Bill" Adsett received the prestigious Gold Quill award for 50 years of service in the newspaper industry, an honor that, at the time, had only been bestowed upon 46 individuals.