Circulation maintains a database that tracks unsold copies at the retailer level. This tool enables us to effectively measure numbers of copies sold each day, and when there is a significant bump, there is a notation made about the top headlines. Obviously, major breaking news sells papers. Yes, but not in significant numbers. We also did a mammoth project on Superfund sites in the state, with concurrent exposure on our New Jersey Online, that drew a huge response in terms of requests for reprints and online hits, but the publication dates failed to show any impressive sales bumps.
Headlines are clearly critical to the impulse buyer.
In our market, there is substantial competition at most sales points. We haven't been able to determine whether color has affected daily sales, but we believe it does capture the interest of the general passersby. No, we don't. We've taken the cure. We've used both, plus billboards, to some success, so circulation tells us.