The Arlington Times is getting a new look to give the community more bang for its buck.
DeAnna Emborski, publisher of The Arlington Times, explained that the increasing costs of producing newspapers in a broadsheet format limits the amount of content that can be included in each issue. By switching to a tabloid format, The Arlington Times will be able to expand and focus its coverage in areas such as lifestyles, the sports and opinion pages, and the community calendar.
“These haven’t been presented as they should be for our readers,” said Emborski, who noted that the new format will also feature updated logos, and offer more opportunities for color photos inside the paper.
Although more stories will be printed in each issue that previously would have been held over or made into online exclusives, Emborski emphasized that The Arlington Times Web site will continue to offer expanded versions of stories and to provide different angles of coverage.
“We’re not taking anything away,” Emborski said. “You’ll still have all the great features that are there now, plus new ones.”
The new format will be introduced through a new monthly feature of The Arlington Times,
100 percent distribution days, during which all 16,312 households in Arlington’s 98223 zip code will receive copies of the newspaper via the mail. Emborski touted this as the ultimate in cost-effective promotion for businesses that advertise in the paper, which she hopes will help rejuvenate the local economy.
“It maximizes your message with a minimum of investment and couples it with our paper’s outstanding content and ongoing customer loyalty,” Emborski said.
The new tabloid format and the first 100 percent distribution day will debut Oct. 21. The second
100 percent distribution day will be Nov. 18, the week before Thanksgiving, to give local businesses a jump on the national advertising circulars for the holidays, while the third will be Dec. 9, weeks before the holidays.
“We’ll be looking to continue this once a month next year,” Emborski said. “The response we’ve received so far has already exceeded our goals.”
