Journal News Switches Agencies : Gannett's Little Giant Moves from Zanzarella to Korey Kay & Partners in Wake of Circulation Slide

Article excerpt

The Journal News of White Plains, N.Y., launched last year after Gannett Suburban Newspapers Inc. merged 10 dailies into one, has dropped its longtime local marketing firm and replaced it with a major New York advertising agency.

The switch from Zanzarella Marketing Consultants of nearby Briarcliff, N.Y., to Korey Kay & Partners of Manhattan comes in the wake of a 15% circulation slide that began after the newspaper group's merged in October 1998.

Although the combined publication serves the same three counties Westchester, Rockland, and Putnam that were covered by the previous daily newspapers, readership has fallen off.

"We felt that we needed a major-league promotional effort to communicate the enhancement of the paper," says Bill Madden, the Journal News' public relations director.

"We think [Korey Kay & Partners has] the expertise to help us in a very competitive market."

Zanzarella Marketing Consultants president John Zanzarella did not return calls for comment.

The Audit Bureau of Circulations (ABC) reports that the 10 newspapers serving readers before the merger had a combined circulation of 177,854 in September 1998, one month prior to the consolidation into one newspaper.

As of March 1999, the Journal News had a 150,532 daily circulation, according to the ABC.

Korey Kay & Partners, which has handled a variety of clients ranging from the Comedy Central cable TV network to Mirage Resorts since it opened in 1983, has a total of 12 clients currently, according to executive vice president Milda Misevicius. …