The Dallas Morning News Focuses on Growth With Briefing, a New Newspaper Targeted to Non-subscribers

Jun 10, 2008, 01:00 ET from The Dallas Morning News

    DALLAS, June 10 /PRNewswire/ -- To meet the evolving needs of both
 consumers and advertisers, The Dallas Morning News announced today that
 later this summer it will launch Briefing, a new home-delivered, quick-read
 newspaper for time-starved families. This new product reinforces The Dallas
 Morning News' commitment to achieving growth by focusing on the needs of
 consumers for local news and information, and to growing audience for its
 advertising partners.
     Briefing will publish 200,000 copies Wednesday through Saturday and
 will be distributed free to non-subscribers of The Dallas Morning News in
 selected coverage areas. On Wednesdays and Saturdays, Briefing will also
 include a package of coupons and special marketing offerings.
     Briefing was developed based on extensive research about the needs of
 local readers. "Briefing is designed for consumers who are engaged and
 interested in the world around them but who are not able to fit the
 traditional newspaper into their busy lifestyles," said John McKeon,
 President and General Manager for The Dallas Morning News. "They told us
 they wanted the most important stories of the day in an easy-to-read format
 and that's what Briefing delivers."
     In addition to consumer research, The Dallas Morning News engaged its
 advertiser partners to better understand their needs and the audiences they
 most wanted to reach. "Advertisers confirmed to us that newspaper
 advertising works, and adding more readership is the best way to improve
 their return on investment," said Jim Moroney, Dallas Morning News
 Publisher. "It's been very exciting to hear our advertising partners'
 reaction to our strategy of growth through innovation."
     Initial reaction from the advertising industry is extremely positive.
     "Kroger has distributed its ads to News readers and in their TMC
 program for 20 years. We look forward to adding Briefing to our advertising
 and marketing program," said 'Kirk' R. W. Douthit, Customer Marketing
 Manager, Kroger Southwest Division.
     "Briefing is a superb example of The Dallas Morning News' innovative
 approach to providing advertisers with quality offerings that reach
 consumers in a meaningful way," said Stan Richards, founder and principal
 of The Richards Group, the nation's largest independent advertising agency.
     "We are pleased to see a newspaper listening to needs of readers and
 providing a resource that meets those needs," said Jason Erik Armstrong,
 Newspaper Buying Director for Novus Print Media. "We also have
 recommendations for Briefing in front of several other clients and are
 looking forward to the launch."
     The Dallas Morning News also plans to expand distribution of its
 Spanish-language newspaper, Al Dia, in response to the continuing growth of
 the Hispanic population in North Texas and advertisers' desire to reach
 Spanish-speaking consumers. Beginning in late July, Al Dia will triple its
 current distribution when it begins home-delivering its Wednesday and
 Saturday editions free in selected coverage areas, adding approximately
 80,000 households to its existing 40,000.
     The Dallas Morning News has selected American Circulation Innovations
 to be the exclusive distributor of Briefing and the Al Dia expansion,
 taking advantage of ACI's state-of-the-art technology, including GPS
 tracking of all copies distributed.
     About The Dallas Morning News
     Established in 1885, The Dallas Morning News ( is Texas'
 leading newspaper and serves a readership of more than 1.5 million. The
 newspaper has received eight Pulitzer Prizes since 1986, as well as
 numerous other industry awards recognizing the quality of its investigative
 and feature journalism, design and photojournalism. In 2005, the News
 received the Scripps Howard Foundation National Journalism Award for its
 editorial series calling for mandatory record votes in the Texas
 legislature, and its Web site,, also was honored for Web
 reporting. In 2003, the paper launched the leading Spanish-language daily
 in North Texas, Al Dia, and the nation's first editorial blog. The Dallas
 Morning News is the flagship newspaper subsidiary of A. H. Belo Corp.
 (NYSE:   AHC)(, a news and information company that owns and
 operates four daily newspapers and 12 associated Web sites.
     About A.H. Belo
     A. H. Belo Corporation (NYSE:   AHC) headquartered in Dallas, Texas, is a
 distinguished news and information company that owns and operates four
 daily newspapers and 12 associated Web sites. A. H. Belo publishes The
 Dallas Morning News, Texas' leading newspaper and winner of eight Pulitzer
 Prizes since 1986; The Providence Journal, the oldest
 continuously-published daily newspaper in the U.S. and winner of four
 Pulitzer Prizes; The Press-Enterprise (Riverside, CA), serving southern
 California's Inland Empire region and winner of one Pulitzer Prize; and the
 Denton Record-Chronicle. The Company publishes various specialty
 publications targeting niche audiences, young adults and the fast-growing
 Hispanic market. A. H. Belo also owns direct mail and commercial printing
 businesses. Additional information is available at or by
 contacting Maribel Correa, director/Investor Relations, at 214-977-2702.
     Contact: Jasmine Bouyer

SOURCE The Dallas Morning News