‘Morning News’ Launches Freebie in Dallas

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(AP) The Dallas Morning News began publishing a free daily tabloid Monday aimed at young professionals.

The newspaper, Quick, offers short stories, graphics and other elements designed to appeal to “time-starved professionals,” particularly in the 18-to-34 age group, Publisher Laura Gordon said. Gordon said Quick‘s designated audience is “always on the run” and a difficult market to reach for mass-market newspapers and advertisers.

About 150,000 copies of the newspaper were distributed Monday at city office buildings, convenience stores and train stations.

The Morning News product made its debut two days before the scheduled Wednesday launch of A.M. Journal Express, a free-distribution daily being produced by privately held American Consolidated Media.

Jim Moroney, publisher and chief executive officer of the News, said Quick was created in response to A.M. Journal Express.

“Are we surprised that someone is going after this market? No. We just didn’t know someone was going to come and try to do it before we did,” Moroney said.

The Morning News product makes heavy use of graphics and includes a glance at the day’s top news stories, celebrity stories and video game reviews.

Much of Quick‘s content will be condensed versions of stories from the Morning News. Quick will be published Monday through Friday.

“We have been exploring Quick as a new means to reach younger adult readers in the Dallas area for some time,” said Robert W. Decherd, chief executive of Belo Corp., the Dallas-based company that owns the News.

“By extending the trusted content that readers have come to expect from The Dallas Morning News to a summary format, we are providing the market with a complementary publication that will yield incremental advertising revenue. We also expect Quick to attract new readers to The Dallas Morning News.”

A.M. Journal Express will also be published Monday through Friday and anticipates distribution of 140,000 to 150,000 free copies of the tabloid-format newspaper.

American Consolidated Media was founded in 1998 and owns and operates 28 small and medium-sized newspapers in Texas and Oklahoma.

Belo, founded in 1842, owns 19 television stations, four daily newspapers and two regional cable channels. Belo Interactive, its Internet subsidiary, operates 34 Web sites.

For more information on Quick and to download PDFs of today’s edition, visit http://Quickdfw.com.

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