The cluster has about 35,000 weekly buyers, and shoppers reach some 145,000 households. The combined circulation tops 200,000. Area advertisers have the option of buying any one publication separately, as part of a package, or the entire kielbasa. Larry Mayo, vice president and Texas Division manager for Birmingham-based Community Newspaper Holdings Inc., knows about this fine balance firsthand. From Palestine, Texas, Mayo manages 21 newspapers, most of them acquired nearly two years ago.
Clustering goes beyond geography to application.
Nevertheless, Freedom's Segal considers the company a neophyte when it comes to creating cluster synergy. Freedom is evaluating how its clustered papers might consolidate accounting functions, share editorial resources and cross-sell advertising. Freedom's most significant initiative to integrate back-office operations is under way in eastern North Carolina. To the extent that we can, it'll give us extra bang for our buck. For CNHI, clustering provides the best model for newspaper management.