Population Statistic: Read. React. Repeat.
Thursday, September 09, 2021

Faced with competition from alternative newsweeklies that are often distributed for free, newspaper publishers are launching their own freebies. These vehicles are seen as the most effective way to snare and retain the sweet-spot young-adult demographic.

It turns out that my own local paper, and indirect employer, the St. Petersburg Times, is joining the game with TBT (Tampa Bay Times). It’s set to debut tomorrow; it got a cryptic ad announcing it in today’s Weekend section.

This will bring the Times into more direct competition with the Bay area’s established freebie, the Weekly Planet. The tussle over advertisers will be fierce. Some of the more borderline accounts (i.e. bong shops, detox pills) will gladly be ceded to the Planet. The more lucrative advertisers, such as apartment listings, cars and such, will be what TBT targets. I imagine the marketing muscle of the Times will help, but the Planet can always use Creative Loafing Inc.’s modest regional spread in Atlanta and Charlotte to counter.

- Costa Tsiokos, Thu 09/09/2021 08:10:03 PM
Category: Publishing, Florida Livin' | Permalink |

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