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The Honolulu Advertiser

Posted on: Wednesday, January 5, 2005

Advertiser offers 3-day 'Weekend Warrior' deal

Advertiser Staff

The Honolulu Advertiser on Jan. 21 will begin offering subscribers a "Weekend Warrior" circulation package that will include the Friday, Saturday and Sunday home-delivered papers for the current Sunday subscription price.

The package will give Sunday-only subscribers a significant boost to their weekend news, information and entertainment, while offering advertisers a chance to expand their reach over the key three-day retail period, the newspaper said.

"We are looking forward to better serving our subscribers and our advertisers with this unique package," said Michael Cusato, vice president of circulation.

The Friday and Saturday home delivery net paid circulation is expected to increase by more than 15 percent with the launch of the package.

"We've essentially widened the net for our clients to reach more customers while maintaining daily newspaper ad deadlines," said Jeffrey Green, senior vice president of advertising and marketing.

The Honolulu Advertiser is the only Honolulu newspaper audited by the Audit Bureau of Circulations, the recognized media-industry independent auditor of daily newspapers.

The Advertiser's current ABC-audited Sunday paid circulation is 165,481. Sunday readership, according to the Scarborough Research study, is 439,970 — the result of multiple readers viewing each issue sold. Daily (Monday-Saturday) ABC-audited paid circulation is 143,983, with Scarborough Research daily readership of 340,465. The circulation is expected to grow to 167,000 on Fridays and 156,500 on Saturdays, which will translate to readership levels that will exceed the reach of any current or projected local weekend print medium.

The Advertiser also announced that it has been awarded the contract to print and distribute the Hickam Kukini, a 7,500-circulation weekly newspaper published for U.S. Air Force personnel in Hawai'i.

The Hickam Kukini, previously published by Oahu Publications/Midweek, is Hawai'i's third-largest military newspaper, behind Hawaii Navy News and Hawaii Army Weekly, also published and distributed by The Honolulu Advertiser. Each prints 15,500 copies weekly.

With this new agreement, The Honolulu Advertiser will print and distribute approximately 85 percent of the state's authorized military newspapers.

Green also announced that the Friday Hawai'i's Cars section of The Advertiser also will be inserted into Buy and Sell, the free automotive shopping publication that is available in racks throughout O'ahu on Fridays. Distribution of Hawai'i's Cars, which also is included in the authorized military newspapers printed by The Advertiser, will increase to 260,500 copies.