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John McClelland's avatar

Your comparison of two weeklies' handling of two communities reminded me of the great care needed every week when editing some 20th century print-only Pioneer Press papers that were largely identical but bore separate titles. To keep the cheap, fast, second-class mailing permit for the 90+% of paid circulation that was delivered by USPS, we had to do lots more than just re-plate the flag and masthead. The editorial/advertising ratio mattered, so we couldn't just plug in a house ad. There was a federal quota for editorial content unique to each title, and company policy at the time was that it be specific to the community targeted by the title. So you can imagine the scramble to convert vibrant Oak Park's ~Oak Leaves~ to sleepy River Forest's ~Forest Leaves~ with at least one full tab page. The two communities do share a high school and more. Even so, I often had to calculate column inches. Living now again in the Trib's ~Evanston Review~ turf, I cannot tell how its relatively scant but still sometimes significant Evanston coverage stacks up in a package that includes several North Shore communities and reprints some Tribune stuff. Every publisher is under economic pressure. That has been so ever since web advertising and online news content cribbing began in the 1990s.

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