Magazine article Editor & Publisher

Early Bulldog 'A Plus' in Palm Beach

Magazine article Editor & Publisher

Early Bulldog 'A Plus' in Palm Beach

Article excerpt

Tom Giuffrida, The Palm Beach Post publisher, concedes early Sunday sales aren't meeting the most optimistic projections and have even slipped somewhat since January, but he has no intention of throwing in the towel like the Tampa Tribune-Tampa Times on Florida's Gulf Coast.

"We're satisfied with the results so far, and we're not planning to change course," he says. "It's popular with people who want an early jump on the classifieds and other ads. It's a plus."

The Post, a member of the Cox Newspaper Group, introduced its Sunday bulldog in August 1998, three weeks before the Tampa Tribune and Times did. The Tampa paper, unable to push early Sunday sales beyond 3,000 a week and recoup the 10,000-plus circulation it lost since last year, published its last bulldog edition Aug. 15.

For competitive reasons, Giuffrida begs off going into Post Sunday sale figures. However, he acknowledges some loss, as expected, since the peak winter resort days of January, and that Saturday edition sales have suffered a little as well.

According to the latest Audit Bureau of Circulations fas-fax report, Post Sunday circulation dipped 2,779 to 235,536 since last year, and daily sales are off nearly as much.

"Early Sunday," as the Post edition is called, is printed in a downtown West Palm Beach plant and circulates in Palm Beach County, a major winter resort and one of the nation's fastest growing counties with over a million year-round residents.

It was launched with frequent radio and TV commercials over several months. To produce and get it to the supermarkets and newsstands by 10 a.m. Saturday, the equivalent of 10 full-time employees, including four desk people, were hired. "Of course, we had one or two hiccups in the beginning," editor Edward M. Sears recalls. "You expect that, but we're very pleased with where we are now. …

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