Moseley is not the kind of person who lets that happen. She has turned carriers over, often replacing them with corrections officers from a nearby prison. And she adjusts wholesale rates according to a route's population density, giving carriers an incentive to drive that extra mile. But she offers no financial incentive to potential subscribers. Instead of a discount, she offers regular verification that service is good and a money-back guarantee if it isn't.
Advertising is another challenge for the newspaper.
With a high unemployment rate, local merchants have found it hard to survive. Rocky Mount offers more retail variety, and residents usually travel there to shop. It's also where the Daily Herald finds its largest advertisers. The salespeople must sell the value of the product. To provide extra value, the newspaper is willing to zone distribution down to any combination of its 64 routes.