Are You Affluent? Time-Starved? Too Cheap to Buy The News?

By Robert Wilonsky Tue., Jun. 10 2008 at 10:12 AM

Categories: Media

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For those who read The Dallas Morning News' announcement of its latest print product -- Briefing, a "quick-read" freebie aimed at "time-crunched families" -- the press release outlining the August 27 debut left out a few things. Which is why you should also read the Editor & Publisher piece, which identifies the fortunate non-subscribers who'll wind up with the paper in their yards: "The plan is to distribute 200,000 copies in the core Dallas market to households with incomes of $75,000 or more by 6 a.m. The target demo is adults 25-49, skewing toward women." And: "Briefing was developed to re-capture market share by going after affluent, time-starved readers who are aware of the Morning News but don’t buy it." Still trying to decide whether this is genius or CueCat. --Robert Wilonsky

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Since they let all of their writers get away, the only bit worth half a damn is the Metro section and that's getting slimmer by the week. The only reason I've held on to the DMN subscription this long is that the grocery coupons on Sunday still more than offset the cost of the newspaper. Paper is still expensive, right? Maybe they should start delivering this new free paper on a shiny new flash drive every morning. I could sure use a steady supply of free flash drives.
This bit of brazilliance just ended up on Gawker http://gawker.com/tag/dallas-morning-news/?i=395801&t=unwanted-free-papers-delivered-to-uninterested-rich-readers
I'm not sure what the Quick fiasco Donnat is referring to. I actually pick up Quick everyday I can. However, they don't even manage to stock their boxes on a regular basis.
Anyone out there interested in skewing a newspaper toward folks who really LIKE to read? Of course, you'd have to put some writing in it, which is a drawback. And it would have to be writing that readers really wanted to read, which, if you are not actually a reader yourself, is a bit daunting. But, jeez, they've certainly tried everything else.
Tom wrote, "So the geniuses in the Belo Death Star think it will work, based on the fact that it failed elsewhere?" Sure. That's the basis by which they decided the hotel was a great idea, so why not this too?
ONE WORD FOR BELO: "CueCat" thanks robert for never letting us forget that disaster pjw
Can Cora Snake be the entertainment writer (Grubes was seen at barley blitzed again) and Danny the music critic (that sucked)
In related news, the DMN has decided to shelve the sister project to "Briefing," also known as "Bit O' News," which was intended for those households making less than $75,000 annually. After thorough consultations with Robert Decherd and the board members of Belo and the newspaper, it was discovered that the needs of this income bracket could not be determined, since no one on the two boards personally knew anyone who made less than $75,000 per year (except for their hired help, and none of them can speak Spanish).
how about skew toward the male.Take the sports page out of the DMN add a little bathroom humor,report on the local music scene.call the paper the Ticket Stub.Sell it for a quarter and you would have what Tom Hicks would say"a great success".Oh yeah make Greggo your Wise County reporter.
Excellent, I need newspaper to get my charcoal grill started!
Didn't they learn anything by the Quick fiasco?
I recently moved and went on-line with DMN through the super-secure subcriber log-on page to change my home delivery address. When I couldn't find a link I e-mailed DMN customer service and asked where the link was. I was told that there is none, address changes can only be made by calling customer service. Having just spent hours on the phone with the utility companies, I e-mailed back asking if I could just cancel my subscription instead. No problem; subscription cancelled. What a great business plan!
Matt, anything for you. Let me get an intern right on that.
Robert, I'm guessing this is a way to take away readers from the DO. Big Belo hate DO. Now, do you guys deliver to Rockwall?
What was the purpose of 'Quick' then? Wylie H, I think you hit the nail on the head with the circulation increase.
Two comments: 1) So now I finally understand the rationale for increasing the daily paid rate from $0.50 to $0.75-- drive away readers--> create new market for free newspaper. BRILLIANT! 2) Is it possible to launch a class action littering complaint when they start throwing this crap in our yards?
"Other newspapers have tried to adopt this strategy, including The Orange County Register in 2006. OC Post was a paid tabloid aimed at time-starved adults �- skewed toward women with families -� who did not buy the Orange County Register. OC Post was shuttered about 18 months after it debuted." So the geniuses in the Belo Death Star think it will work, based on the fact that it failed elsewhere?
Does the DMN have anything equivalent to the National Do Not Call list? For example, a "Do Not Send" hotline or "Do Not Waste the Effort on Me" website?
So as a 25 year old with an income of $75,000+ that lives in 75204 do I get the unrequested pleasure of throwing this out every morning or do I have to sign up for this
I wonder if this is the reason why my DMN hasn't arrived before 6am (and often closer to 7am) for the last six months.
It sounds like a lot of newspapers, unrequested and unread, floating around the neighborhoods. If the same crews are doing the delivering, it will slow my DMN, I bet.
If that shit winds up in my yard, Decherd can expect me to throw it in the recycling bin. How are they going to count those circulation numbers?
the unintended target demo will be the lawn crew that has to pick it up and throw it away.