Magazine article Editor & Publisher

N.Y. Daily News Debuts Niche Product

Magazine article Editor & Publisher

N.Y. Daily News Debuts Niche Product

Article excerpt

The New York Daily News has launched another ethnic niche publication.

Caribbeat Monthly, which targets Caribbeans living and working in New York, debuted on March 9. Approximately 400,000 copies were inserted in zoned editions of the Daily News; some copies were also distributed at newsstands in Caribbean neighborhoods and at particular commuter points.

The launching of Caribbeat comes at the heels of the one-year anniversary of BET Weekend -- a niche publication distributed by newspapers, and is a joint effort between the Daily News and Black Entertainment Television.

BET Weekend, which just moved from a quarterly to a monthly production schedule, has a distribution of 1.1 million copies, and appears in 15 markets around the country.

Unlike BET Weekend, Caribbeat Monthly is starting off as a monthly and will specifically target the New York market, explained Jared McCallister editor of Caribbeat Monthly.

McCallister who, has been writing the Caribbeat column for the Daily News for the past 14 years, explained that readers have been asking for more news affecting the Caribbean population, as well as about the "homeland."

"We think this will fit the bill," said McCallister.

He said that Caribbeat will start off as a monthly because support from both advertisers and readers has been very strong.

"Caribbean readership is strong, and the Daily News is the choice of that population," he said.

Advertisers are already making commitments to the magazine, as well, and the goal has been to attract the advertisers that deal with the Caribbean population. …

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