Philly Names Circulation VP

By: Lucia Moses

Industry veteran Mike Proebstle, who led The San Diego Union-Tribune on a circulation growth track in the 1990s, is about to tackle what may be his biggest challenge yet: the complex and competitive newspaper market of Philadelphia.

Proebstle, 45, on Friday was named vice president of circulation for Philadelphia Newspapers Inc. (PNI), publisher of that city’s two major dailies, starting Feb. 4. The position was last held by Barry Berg, who left in October for The Palm Beach Post in West Palm Beach. Fla.

With PNI parent Knight Ridder pledging to increase circulation at all its papers this year, Proebstle has his work ahead of him: the circ slide has been especially steep in Philly.

“I do know there’s an expectation for growth,” Proebstle said. “I don’t have any illusions about that.”

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