The color is good, and the paper quality is much better, but I don't feel as though it's proportionately giving you much more local news. She said that while the Advertiser's expanded editorial staff may include experienced reporters, they are inexperienced in reporting about Hawaii. A lot of this has to do with there's still just a lot of wire and syndicated copy. She also takes issue with the amount of syndicated and wire copy in the Star-Bulletin. Even with prize-winning journalism, however, a newspaper would fold without advertising revenue.
Daily newspapers sell advertising primarily on the strength of paid circulation numbers.
Despite not having numbers to reflect the new Star-Bulletin as an advertising venue, some companies such as Liberty House are devoting part of their advertising budget to the paper. She said Liberty House will review the circulation numbers closely. She declined to disclose any findings. I particularly like the idea that both newspapers are coming up with different kinds of promotional ideas to help clients, particularly retail, in coming up with packages. The papers also are engaged in an aggressive battle for circulation.