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Are You Affluent? Time-Starved? Too Cheap to Buy The News?

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For those who read The Dallas Morning News' announcement of its latest print product -- Briefing, a "quick-read" freebie aimed at "time-crunched families" -- the press release outlining the August 27 debut left out a few things. Which is why you should also read the Editor & Publisher piece, which identifies the fortunate non-subscribers who'll wind up with the paper in their yards: "The plan is to distribute 200,000 copies in the core Dallas market to households with incomes of $75,000 or more by 6 a.m. The target demo is adults 25-49, skewing toward women." And: "Briefing was developed to re-capture market share by going after affluent, time-starved readers who are aware of the Morning News but don’t buy it." Still trying to decide whether this is genius or CueCat. --Robert Wilonsky

Keep the Dallas Observer Free... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Dallas with no paywalls.

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Join the Observer community and help support independent local journalism in Dallas.


Join the Observer community and help support independent local journalism in Dallas.