Monday, October 12, 2009

Dallas Morning News takes premium value approach

The Dallas Morning News writes about itself:

For five years, The Dallas Morning News cut costs and trimmed content to combat declining advertising revenue, as did newspapers nationwide.

Now it is trying a new tack. It's begun adding some coverage back, laying plans to hire some new reporters – and testing how much readers are willing to pay....

So far, 88 percent of the newspaper's home delivery subscribers have had a chance to renew, and 90 percent of them have opted to pay the higher prices, (industry analyst John) Moroney said.

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