Magazine article Editor & Publisher

Greenville Gives Clarksdale Color

Magazine article Editor & Publisher

Greenville Gives Clarksdale Color

Article excerpt

As the summer ended, the Delta Democrat Times in Greenville, Miss., reverted to afternoon publication, and last month it took on production of its sister paper to the south, The Clarksdale Press Register.

The DDT's was converted to the morning cycle in 1998 by former owner Freedom Communications, but when Emmerich Newspapers acquired it in 2001, many readers asked for a return to afternoon deliveries, according to owner Wyatt Emmerich. A subsequent survey showed the 9,317-circulation newspaper's customers were equally split between morning and afternoon preferences.

"We're still glad we did it," Emmerich said, two months later. As far as any effect on circulation, he added, "I think it's too early to tell, long-term, what will happen." But afternoon papers, he continued, typically do better in Mississippi, and in his market, mornings mean competing with a couple of metro dailies for readers' attention.

Single copies now go on sale by noon, and subscribers receive their papers by late afternoon. Sunday and holiday editions still show up in the early morning.

The eight-unit Goss Urbanite press in Greenville now also prints the 5,798- circulation Press Register in the same shift, thanks not only to the DDT's reversion to afternoon publishing, but also to Clarksdale's electronic page transmission capability and the implementation of computer-to-plate imaging. …

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