Magazine article Editor & Publisher

Supplement Makes It Debut in Midwest Suburban Weeklies

Magazine article Editor & Publisher

Supplement Makes It Debut in Midwest Suburban Weeklies

Article excerpt

Celebrate! Midwest wants to be the Parade or USA Weekend of suburban weeklies.

Celebrate! Midwest is a 24-page, fullcolor supplement that made its debut Feb. 1 as an insert in nearly 500 audited non-daily newspapers that reach 3 million households in 12 Midwestern states.

Like Parade or USA Weekend, Celebrate runs to family-oriented soft news and features.

The debut issue featured a column by Tipper Gore, wife of the vice president, about combating explicit sex and violence in popular media.

Other articles included a roundup on presidential museums located in the Midwest and a feature about a greeting card illustrator.

Unlike the Sunday supplements, however, Celebrate is printed on a slicker, heavier stock and bound with a staple. It is printed by an R.R. Donnelly plant in Des Moines.

The first issue of Celebrate reached almost every major Midwest Metropolitan area from Cincinnati, Ohio, to Fargo, N.D.

Among the major weekly and community newspaper chains inserting Celebrate are the Suburban Journals of St. Louis; This Week Publications in Columbus, Ohio; Sun Newspaper in suburban Kansas City; Adams Publishing, Hometown Newspapers and Observer & Eccentric Newspapers in suburban Detroit; Pioneer Press and Press Publications in suburban Chicago; and Enterprise Newspapers in suburban Milwaukee.

Celebrate! Midwest general manager Loren Belkin said 750% of the distribution represents paid circulation.

Some 95% of participating papers are independently audited, added publisher Susan J. Montgomery.

Participating groups and newspapers were selected individually, Montgomery said. …

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