Last week, the entertainment magazine In Utah This Week ran an ad claiming that it has eroded the alt-weekly's readership by 20 percent in five months. But Weekly owner John Saltas sarcastically points out the ad -- which appeared in the Salt Lake Tribune, In Utah's sister publication -- grossly overestimates the magazine's readership by referencing the wrong numbers. "CUME numbers mostly impress young reps and rookie managers and are a crock when used to purposely mislead as the In Utah folks did in [the] ad," Saltas says.
Mediaspan, which calls itself "the leading provider of digital content management and national advertising solutions for over 4,000 local media properties," yesterday announced the addition of several new clients, including AAN members Philadelphia City Paper, Austin Chronicle, San Antonio Current, Salt Lake City Weekly, Arkansas Times and Jackson Free Press. "Our drive to deliver new, national revenue for our affiliate partners goes hand-in-hand with our goal of meeting the demands of national advertisers who want to reach a specific local audience, in markets large and small, across multiple types of media," says a Mediaspan executive. "Whether advertisers seek online display ads on newspaper websites, pre-roll video on TV websites or online radio audio streams, we can deliver."
John Saltas first announced his "Replace John" contest back in July -- Saltas, the owner of Salt Lake City Weekly, invited readers to try their hand at his regular column. The winning piece by John Rasmuson is published in the Sept. 14 issue. His column begins: "Like skating backwards, taping sheetrock and composing limericks, replacing John Saltas ain’t as easy as it looks." Rasmuson's topic is, appropriately, advice on writing a column. Saltas isn't giving up his job just yet, but Rasmuson did win a $400 prize.
"Over the years I paid plenty of people plenty of money to do nothing around here, and I don't want to become one of them," says Salt Lake City Weekly's owner, John Saltas, in his July 27 column. Saltas is explaining why he hasn't quit writing for the Weekly even though he's too old. "Writing for a newspaper like this one -- a newspaper with a youngish readership and embedded in a community with one of America’s youngest demographics -- should be, in my opinion, a task left to those who share the basic reference points with that readership," Saltas says. His solution: to hold a "Replace John Contest," in which readers are invited to write Saltas' column for him. Saltas isn't claiming that he will step down permanently, but the winner will be published at least once and will take home a cash prize.
A recent survey of AAN papers revealed that the applications alt-weeklies are using to track circulation are as diverse as the newspapers themselves. A few papers rely on their in-house wiz for a custom-made program, but for the rest of the industry, a commercial package is the only sophisticated option. Alt-weekly circulation insiders describe their woes, successes, and dreams of better uses for the numbers.
John Saltas pokes fun at Warchol, a former Dallas Observer journalist, in his Jan. 19 Salt Lake City Weekly column, claiming that a recent photo of Warchol reveals the true age of the alt-weekly business. Writes Saltas, "I can't speak for my peers .. but if the face of AAN is the face of Glen -- who by the looks of things can no longer "Do the Hustle" -- we're toast. If Glen's old, I'm old, and all my friends are old. Alternative papers are old. At least, thank God, I have my hair."
