The Post and Courier, South Carolina’s largest newspaper, is making a major shift in its print operations, reducing home delivery from seven days a week to five. The decision, set to take effect in April, reflects both print media’s economic realities and news consumers’ evolving habits.
PJ Browning, president of the newspaper division at Evening Post Publishing, acknowledged the weight of the decision but said it has been in the works for several years. “The economics of it, it’s one of those things… we’ve been looking at this since 2018, 2019,” she said. “We started talking about frequency of print and just being able to plan out that runway — when do you have enough print readers that are digitally active that you can flip the switch?”
Browning and her team are taking a measured approach to ensure a smooth transition. They’ve planned extensive digital discovery meetings to help readers become more comfortable with the e-edition, hosting in-person and virtual sessions across the Tri-County area. “We wanted to make sure that our announcement was in plenty of time so we can have digital discovery meetings,” she explained. “In just a couple of days, we've got 160 people that will be coming to those sessions.”
Evolving audience habits and technology
he transition to a five-day print schedule is not just about cost-cutting; it’s a strategic move based on audience engagement data. Browning emphasized that the newspaper has been carefully tracking how its subscribers interact with digital products. “If we had done this a few years ago, we wouldn’t have been ready,” she said. “Technology now tells us every day, every month, how many of our print readers have gone in and engaged with the ePaper.”
The growing number of digital subscribers is one of the most telling signs that the shift is well-timed. “We waited until our ePaper subscribers actually surpassed our home delivery subscriptions,” Browning noted. “That’s the point where we knew we were ready.”
To help ease the transition, the Post and Courier took proactive steps to ensure readers could smoothly adopt the ePaper. Along with the digital discovery sessions, they printed a guide for digital. “The day we announced this change, we published a printed guide on how to use the ePaper,” Browning said. “We wanted to make sure our readers had clear instructions in print before the transition even happened.”
Still, some readers have raised concerns about losing the tactile experience of a printed paper, even down to the smallest details. “One of the most common concerns was the puzzles on Monday and Tuesday — what am I going to do if I can’t print them out?” she said. “So we’re going to put those puzzles in Sunday’s edition. We find ways to make that customer happy.
The impact on advertising and operations
Advertising remains a key part of any print publication’s sustainability, and Browning is keenly aware of how advertisers will react to the changes. “We picked Monday and Tuesday for a reason,” she explained. “They are our lowest advertising days.” She recalled past efforts to bolster ad sales on those days, adding, “I remember the days when we would be trying to sell quarter-page or full-page ads just to beef up the revenue.”
The shift will not result in job losses among the newspaper’s carriers or press operators. The Post and Courier operates a commercial printing business, and its state-of-the-art press facility in North Charleston will remain a vital part of its business. “We have all of our community newspapers that we still print, and we have commercial printing customers throughout South Carolina,” Browning said.
She also revealed that the timing worked in the company’s favor, as a planned retirement in the press department meant no layoffs were necessary. Even the newspaper’s carriers saw a silver lining. “It’s interesting — some of them were thrilled because now they get two days off in a row,” she said.
Expansion and digital-first strategy
Beyond Charleston, the Post and Courier has been expanding into new markets such as Columbia, Myrtle Beach, Greenville and Spartanburg. While these expansions have largely been digital-first, Browning noted that the company is also introducing some print components. “We do have a monthly print product in Greenville and Spartanburg, and we will have a monthly print product in our Rock Hill expansion,” she said. “In Myrtle Beach, we also have a monthly print publication.”
The company is also embracing digital editions in these markets. “We just launched the daily e-edition in Greenville, Spartanburg and Columbia on February 6th and 7th,” she said. The digital-first approach reflects a broader industry trend where e-editions offer a way to maintain a traditional newspaper experience without the costs associated with print distribution.
Browning is confident that e-editions serve a critical role in retaining print readers who prefer a structured reading experience. “One of my favorite comments from a print reader who uses the ePaper was, ‘Can you add a sound of turning the page?’” she shared. “It’s just the same content, but some people like that finite reading experience.”
The future of print and audience engagement
As the industry continues to evolve, Browning sees more newspapers following a similar path, adjusting print frequency while maintaining strong digital brands. “From a financial modeling standpoint, I think it’s a have-to,” she said. “But I also think that customers are getting more and more digitally inclined. Most people have a smartphone today, so I feel like the change to five days is probably a minimal impact.”
She also stressed that the Post and Courier remains deeply committed to its brand identity, even as it adapts to new realities. “In South Carolina, the Post and Courier brand is everything,” she said. “It’s always been about content for us. If we were a weak brand with weak content, maybe we’d have a different discussion about rebranding.”
For Browning and her team, the transition is not just about reducing costs — it’s about strengthening the newspaper's ability to serve its audience in a sustainable way. By carefully managing the shift, prioritizing audience engagement, and maintaining a strong commitment to quality journalism, the Post and Courier is positioning itself for the future while preserving its legacy.
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