Fla. Papers Battle For Southeastern County

By: Joe Strupp

Eastern Manatee County, Fla., is shaping up as the newest circulation battleground in the Southeast, with the Bradenton Herald and the Sarasota Herald-Tribune both staking their claims on the growing rural area with new weekly community publications.

The Herald, daily circulation 40,324, fired the first shot Jan. 9 with a free weekly newspaper aimed at nonsubscribers. The 36-page paper is delivered to about 12,000 homes each Wednesday.

On Thursday, the Herald-Tribune, daily circulation 95,164, plans to counter with a 16-page weekly community-news insert in its Manatee County edition, which will include original material about the eastern Manatee County area. The insert will go to about 9,800 subscribers.

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