Research has shown that the newspaper's local section edges out the front section for being the most read, with more than 93 percent of readers saying they read those pages regularly. Young people read the local section 13 percent more than the main section. Naples may be a retirement community, but the entire newspaper, including the newsroom, is going after the young families who also are moving into the city. Wyant has aimed community sponsorships straight at this target, promoting an in-line skating competition, a junior golf tournament, a high school baseball tournament, pier fishing clinics for youngsters, the county fair and, of course, the annual spelling bee. The circulation department aims a weekend subscription package at busy young families, and a new entertainment section, Showcase, is overrun and stacked up for free distribution at Florida Gulf Coast University.
Quality service is the circulation department's most important contribution to readership.
At the Daily News , a manager in business attire delivers missed papers within 30 minutes of the complaint call. Almost all Daily News customers pay the office, and carriers are not allowed to stop a subscription. In fact, stopping is hard for any reason other than death or moving away. Circulation managers work with an unhappy customer and extend a 30-day grace period while trying to prevent a stop. Carriers get between 20 percent and 22 percent of the retail price.