For the week of January 21 - 27, 2004

Express to publish
twice a week

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By KEN RETALLIC
Express Editor

Now you can wake up twice a week with a friend.

Starting next week, the Idaho Mountain Express will publish twice a week on Wednesday and Friday, Express publisher Pam Morris announced.

"The new Friday edition is in response to the dynamic growth of the Wood River Valley and the expressed needs of our readers and advertisers," Morris said.

The Friday edition will contain all the elements of the traditional Wednesday newspaper, including breaking news, local and regional news and analysis, obituaries, commentary, letters, sports, arts, events, entertainment, and a weekend calendar.

In addition, lighter news and entertainment features will be presented in a new people-oriented Weekend Living section. This section is a natural outgrowth of the Express Weekend edition previously published only twice a year for 10 weeks each at the height of the winter and summer tourism seasons, Morris said.

"The strongest, most repeated clue we have that a second edition is needed is how fast the Wednesday paper moves," Morris said.

"The growing population and the accompanying increase in local news has made the need for more frequency quite obvious.

"We are experiencing a transition in news that has been seen in other growing mountain resort communities in Colorado, Wyoming and Utah."

The Friday edition also provides a venue for increased circulation of display advertisements and classified ads.

"This second edition of the Express permits both display and classified advertisers to maximize their efforts to reach the marketplace more often," said David Thouvenel, advertising director. "Two editions each week allows them to target audiences—both locals and tourist. In addition, they’ll save dollars through pickup rates we will offer to run in the two editions. They will be able to tell their business message twice each week rather than waiting a whole week for the next paper."

For more information about advertising, contact Thouvenel at 726-8060. For questions or comments on the news content, call Express editor Ken Retallic at 726-8060.

 

The Idaho Mountain Express is distributed free to residents and guests throughout the Sun Valley, Idaho resort area community. Subscribers to the Idaho Mountain Express will read these stories and others in this week's issue.