Philadelphia Media Holdings Splits The Baby, Will Publish Daily News As Inky Edition
This story was written by Staci D. Kramer.
The Philadelphia Daily News will continue to exist as a brand and a separate, competitive newsroom (for now) but will be published as an edition of bigger sibling the Philadelphia Inquirer. It's the latest scheme from bankrupt Philadelphia Media Holdings, which has figured out a kind of split-the-baby approach to saving the spunky Daily News. By publishing the Daily News as an edition of the Inquirer (all it takes is the right language under the logo), the company can claim the latter is a single subscriber to wire services, combine advertising metrics and roll up circulation. They already roll web traffic together through philly.com. This way, PMH can continue to sell the Daily News as a 110,000-circulation tab but claim it has a single 440,000-circulation newspaper for the Audit Bureau of Circulation. According to philly.com, the change has been under consideration for a year. PMH filed for Chapter 11 last month. (via Romenesko).
By Staci D. Kramer