The Business Ledger claims as its circulation and editorial coverage area everything from the Lake County line on the north to Joliet on the south, from the western border of Chicago to the Fox Valley.

In that market territory live some 2 million people and more than 75,000 businesses. Compared to many other area business newspapers around the country, our market is enormous. That’s the good news. We always have new customers and new readers available.

The bad news is that it’s real easy to get lost in a huge marketplace like suburban Chicago where business executives have a gazillion marketing opportunities and information sources.

Without taking the time to do an exact count, I can confidently say that there are about 70 chambers of commerce in our coverage area, all which we, as a local business newspaper, try to support and participate with at some level.

So, the last thing we need is another chamber of commerce to work with; however, we did recently join the Illinois Chamber. In the spirit of full disclosure, I have to admit that the Illinois Chamber has been a marketing partner of The Business Ledger for the past two years in our statewide program, “Best Places to Work in Illinois.”

That is how I became reintroduced to the Illinois Chamber after several years of not having any relationship with it.

At the top of this column I described the marketing job that our company faces, if only put into perspective the marketing job of the state Chamber of Commerce.

Just think how you would market a business organization that must represent the interests of business people from Waukegan on the north to Cairo, about 400 miles to the south, and every business community in between. Illinois, being the type of state that it is geographically, is actually two different states north and south of I-80. So when you think about a tough marketing job, think about the Illinois Chamber.

The chamber’s stated primary mission is to “aggressively promote the interests of business by educating and persuading policymakers to make pro-business decisions in order to promote prosperity and opportunity for the citizens of Illinois.”

That sounds great on a piece of paper but try to sell ROI to a prospective member based on that value proposition. Those who do get involved usually have their own agenda and feel that the state organization is their best bet to achieving it. Even though dues are relatively low ($365-$700), the chamber counts less than 1 per cent of all Illinois businesses as members.

There is an irony in the makeup of the membership. Most businesses in Illinois and those that make up the membership role are small businesses. But, at the same time, you see among the members the big companies in Illinois such as State Farm, Baxter International, Blue Cross Blue Shield, AT&T. Those guys are doing the heavy lifting.

Those who do pay the dues and participate are always a bit angry that the rest of the business community benefits from the chamber’s work without stepping up to pay their fair share. But that’s how it is.

The Illinois Chamber has experienced its difficult times. When current president and CEO Doug Whitley, an experienced Illinois lobbyist, came on board six years ago, the financial challenges were apparent. As any association executive will tell you, expecting to make up any shortfall by a quick increase in membership is virtually impossible. Thus, other sources of income must be found.

“In Doug’s meetings with other state chamber executives he realized that human resource training was one niche that they were filling successfully,” says Gloria Guy, vice president of business services. “The reason it makes sense is that most small businesses cannot afford the expensive HR expertise it takes to stay in compliance with all the regulation that is out there. In the typical small business that is our membership, the owner or other top executive serves as the top HR person. Where else is he or she going to get this type of information.”

Guy was given the responsibility to spearhead an aggressive HR education program which has resulted in multiple high-quality seminars, publications and internet products.

The Illinois Chamber may always be that “second, third or fourth” chamber that a company joins. But, with good reason, it is becoming more important and relevant for Illinois business by filling some needs that other organizations can’t.

Even in business associations, it’s all about finding the niche.

Publisher Jim Elsener may be contacted at jelsener@thebusinessledger.com or at 630-428-8788.