Dallas Publisher: Despite Circ Woes, Paper Will Grow

By: E&P Staff Dallas Morning News Publisher James Moroney III asked employees not to dwell on the negative aspects of the paper's recent circulation problems and, instead, to look at the situation as an opportunity to grow. In a memo posted on the Romenesko site at Poynter.org this afternoon, Moroney used this maxim to drive home his point: "The barn burned down. Now I can see the moon."

As far as the moon is concerned, Moroney said that once circulation estimates have been corrected, the Morning News could continue on its path to increase sales. "We're not engaged in the production of widgets. We are engaged in journalism ... Let's stay on task, while continuing to develop solid strategies to deal with the future. There is so much opportunity ahead of us."

He also reminded employees that "we have set one goal for 2005: Grow sales of The Dallas Morning News. We can only determine the appropriate goals and strategies and then measure our success in achieving those goals if we have good and reliable circulation information."

In a related memo, Belo CEO Robert Decherd echoed Moroney's rallying cry, expressing disappointment regarding circ misstatements but encouraging employees. By now, the paper has contacted more than 5,000 advertisers, with little negative feedback so far, he said. Decherd also expressed his support of Moroney and his team: "I have every confidence that Jim Moroney, in his role as publisher and CEO of the the Morning New, and John Walsh, the paper's senior vice president/circulation who was recruited to the Morning News in August 2003, will implement the necessary changes expeditiously and effectively."