Magazine article Editor & Publisher

'Post' Unleashes Bulldog in D.C

Magazine article Editor & Publisher

'Post' Unleashes Bulldog in D.C

Article excerpt

A response to reader requests

In Washington, where the nation's high and mighty carefully weigh public opinion before making any major decisions, The Washington Post says reader demand spurred the recent launch of a Saturday bulldog edition of its Sunday paper. "This product addresses a lifestyle issue. We recognize that the single-copy buy is a planned purchase and readers wanted the features and advertising supplements on Saturday," said Tony Mineart, the Post's single-copy and retail sales director. "It was also driven by our retailers, who are telling us this is something they needed."

Both the Post and its crosstown rival, The Washington Times, have lost Sunday readers in the past year. The Post saw its Sunday circulation decline from 1,095,520 in March 1999 to 1,087,259 in March 2000, according to the latest Audit Bureau of Circulations report. Over the same period, the Times' Sunday circulation also dropped, from 54,294 to 47,243.

The Post's new early edition -- which hit newsstands for the first time Saturday, July 15 -- had an initial press run of 22,000 that the Post hopes will grow to between 40,000 and 60,000 in the next year or so, Mineart said. …

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