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Look, Briefing Does Not Suck, K?

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Support the independent voice of Dallas and help keep the future of Dallas Observer free.

So says Editor & Publisher in its just-published list of "10 That Do It Right." A.H. Belo biggest wig Robert Decherd has long maintained the free, miniature Morning News is a money-maker, not merely a trash-generator. (Though, admittedly, my folks got a copy last week that wound up much closer to the curb than ever before. Dad only had to go two feet into the busy street to retrieve his.) So, why the thumbs-up from E&P?

In Briefing, the Morning News seems to have found the product the market really wants and needs. A single-section paper delivered Wednesdays through Saturdays to 200,000 non-subscriber households in targeted ZIP codes, Briefing is unabashedly "Morning News Lite" for busy families, especially the woman of the house who values the brand but thinks she's too busy to read it all. Says Briefing General Manager Grant Moise, "The busy mom has been our sweet spot."

Approaching its one-year anniversary, Briefing's 90%-plus acceptance rate has been so high it recently quietly shifted from an opt-out model for only affluent North Dallas to allowing anyone to opt in. With virtually no marketing scheduled until later in the year, 600 to 650 new households are signing up every week. The numbers of advertisers are growing, too -- up a net 15% a month, Moise says.

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.