I was on my annual, too-short, snowboarding trip this past week, and came upon a great coffee shop in Breckenridge, CO (comfy couches and little nooks). While standing at the counter, I picked up a fancy brochure thing produced by American Express, entitled something like "the insider's guide to Breckenridge"....

When I asked the young male barista, who was an obvious steady snowboard-season resident insider, if it really was the insider's guide -- he said, "Yeah, if you pay enough to be included."

I know this is a common practice, especially in resort towns. But, how much more powerful might it be to produce a true insider's guide (as much as people are willing to part with), including interviews with, and photos of, snow season residents (who are the most in-the-know in those places)?

The publisher could still sell advertising (and make note of it, as such) -- but that sort of guide might truly have been helpful. For example, my friend and I were in search of the best healthy food restaurant and, another day, the closest yoga studio. (The ski lifts were closed due to wind.)

Don't call something an "insider's" anything, unless it is authentic -- or the insider's will just tell it like it is, and no one will pick up your promotional material.