Magazine article Editor & Publisher

Green Bay Paper Prints 12-Page Extra Edition on Brett Favre Retirement

Magazine article Editor & Publisher

Green Bay Paper Prints 12-Page Extra Edition on Brett Favre Retirement

Article excerpt

It's no surprise that Green Bay Packer quarterback Brett Favre's retirement today would be big news for the Green Bay (Wis.) Press-Gazette.

But is it worth a 12-page extra edition? Editor John Dye thinks so.

"It is one of our main news topics," Dye said Tuesday about Packer coverage. "It depends on your perception of what a community newspaper is. We are already getting e-mails from people on where they can buy copies."

Dye said the paper would distribute 50,000 extra editions beginning at about 3 p.m. CST through some 400 outlets, charging $1 per copy. He said about seven or eight pages had been created prior to today's announcement that Favre, the 16-year veteran and Super Bowl champion, would not return for the next season.

"We tried to anticipate how his retirement or return would impact our coverage," said Dye, who added that the paper's Web site was also providing extra coverage. "Once we got word this morning, we put those plans in place."

The extra edition will have about a page and a half of advertising, which along with the $1 cover price will mean a nice profit from the 50,000 copies being printed. …

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