Magazine article Editor & Publisher

In Wenatchee, Wash., Discretion Dictates Standing Pat in P.M. Cycle

Magazine article Editor & Publisher

In Wenatchee, Wash., Discretion Dictates Standing Pat in P.M. Cycle

Article excerpt

AS DAILIES CONTINUE to switch from afternoon to morning delivery, Rufus Woods, editor and publisher of the Wenatchee (Wash.) World, chooses to stick with the afternoon.

He decided to buck the decades-long trend after polling subscribers and carefully weighing the benefits and drawbacks of the morning cycle.

Early risers wanted the paper on their doorstep at 5:30 am., since many start work early in the region's orchards. The poll, surprisingly, shows a hefty majority of the 500 respondents prefer afternoon delivery. The six-day World, daily circulation 27,000, publishes three editions for distribution over 11,000 square miles.

Some readers threatened to be nonreaders of a morning World, Woods recalled in an interview; adding that 5:30 am. "is too early for us to package the paper for delivery."

Still, he gave the switch a lot of thought, on the grounds that a lot of papers made the move and gained significant circulation. …

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