By: E&P Staff The Gannett-owned Democrat and Chronicle in Rochester, N.Y., on Friday launched a free tabloid in order to attract the hard-to-interest younger readership.
The new paper, called Insider, is the Democrat and Chronicle's attempt to woo readers between the ages of 25-34. The first issue, according to a report in the Democrat and Chronicle (
Click for QuikCap), is 96 pages.
With an initial circulation of 27,000, Insider will be distributed in about 700 locations in Monroe County. Content will be split between lifestyle and entertainment. The lifestyle portion will focus on recreation and travel in the Rochester area; entertainment will cover nightclubs and music and offer calendars of events.
"The goal of the publication is whether you spend two minutes or 20 minutes with it, you will be entertained and the moment you pick it up you'll be persuaded to keep it around," said Editor Mike Johansson.
Newspapers that target elusive younger readers have been on the rise. Gannett recently launched similar publications in Cincinnati, Louisville and other markets.
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