Word: readership
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...economics of the situation certainly played a major role in defeating the Times's ambition to move westward. There were neither enough readers nor enough advertisers to keep the Western Edition going. Although preliminary surveys conducted by the Times had indicated a potential readership of 100,000 or better, the Western Edition reached that high only in the first months, thereafter declined to 85,000-scattered widely through 13 states. Advertisers seemed indisposed to spend money on so diffuse an audience. In its first year, the Western Edition carried only 2,183,902 lines of ads-fewer than...
...what really hurt was an editorial miscalculation in New York. Out to Los Angeles headquarters went a small army of technicians and advertising and circulation men-but no additional writers and reporters. The Western Edition, aimed at a Western readership, was never much more than a slenderized Eastern Times, exported from New York. It had neither the hefty attributes of the original nor the local attractions of a truly local paper. "One thing that used to make my job just a little less pleasant," said Executive Editor Scott Newhall of the San Francisco Chronicle, "was that people would...
Washington imposes severe working conditions on its newspapers. The only industry to speak of is the Federal Government-which does not advertise. To snare what ad accounts there are-mostly from local merchants and department stores-a daily in the nation's capital must appeal to a broad readership: the lady and her maid, the U.S. Senator as well as the unknown worker in Washington's vast army of civil servants. While he lived, Washington Post Publisher Philip Graham liked to describe the Post as "an egalitarian paper." The description fits. The Post says that it carries more...
Since the Chronicle introduced Mil ler to its readership 2½ years ago, his column, "The Wonderful World of Animals," has spread to 34 other papers. It may be an unpalatable fact to those who do not find enough news in their newspapers, but this Ann Landers of the furry set now reaches a readership surpassing...
Another criticism is the length of the articles, which vary between 800 and 1400 words. The editors are wise in keeping the magazine small to increase its readership. But the issues with which they are dealing can not be treated successfully in a space that tends to evoke cliches and epigrams, because there is no room for thought...