Population Statistic: Read. React. Repeat.
Wednesday, January 26, 2021

goin' humpin'
This hasn’t been formally announced yet, but since advertisers and other business partners have already been informed, it’s not exactly a secret. So here it is:

tbt*, the free news/lifestyle weekly launched back in September by the St. Petersburg Times, is switching publication day from Fridays to Wednesdays. The change will take effect either next week or the week after.

Why the move to Hump Day? The official line is that it was deemed people wanted their news roundup and weekend planning in their hands earlier in the week.

Unofficially? Bear in mind, the following is purely speculation on my part; just because my gig is part of the same parent company doesn’t mean I have any special insider knowledge. So looking at it strictly as an observer…

Publishing on Wednesday, a day before the Weekly Planet and two days before the Tampa Tribune’s Friday Extra, gives tbt* a jump on the competition. Specifically, it’s something to offer to advertisers: Getting their ads in front of readers’ eyes earlier. There’s a limited ad market for these pubs — companies aren’t going to buy space in all three, so earlier publication date is a big incentive to choose tbt* over the other two.

The flip side is that Wednesday might be too early for targeting the weekend crowd. But there’s really no alternative: Saturday is devoid of competition, but it’s too late in the week; and Thursday is already taken by the Planet and the Times’ own Weekend section. Wednesday is open territory, and it has the appeal of early ad placement.

It could work out well. All it takes is aggressive marketing and distribution to encourage a habit of picking it up.

- Costa Tsiokos, Wed 01/26/2005 08:14:31 PM
Category: Publishing, Florida Livin' | Permalink |

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  1. […] AYS It’s not explicitly clear from the website, but today makes it official: tbt* has moved from Friday to Wednesday weekly publication. Start […]

    Pingback by TBT* WEDNESDAYS Population Statistic — 02/09/2021 @ 12:54:40 PM

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