By: Lucia Moses Gannett Co. Inc. plans to launch next year four more weekly publications aimed at young readers, Newspaper Division President Gary Watson said Wednesday.
The papers would complement Gannett's community dailies in Rochester, N.Y.; Wilmington, Del.; Greenville, S.C.; and Pensacola, Fla.; and would bring to 10 the number of free weekly pubs Gannett has begun in its local markets since fall 2002, starting with
Noise in Lansing, Mich.
Watson made the comment following a Gannett presentation to analysts at the UBS Warburg media conference being held here this week.
Watson said during the presentation that Gannett looks at a number of criteria when deciding where to start such publications, including audience size. "When you go after a niche, you have to make sure there's enough of them out there," he said.
While Gannett can apply lessons from markets where it has already started such youth-aimed weeklies, Watson said the company has to match the product to local differences in the young adult populations. "If you want to talk about diversity, in some communities, more than 50% of them are married," he said.
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