Case Study: The Dallas Morning News boosts single-copy revenue with Chief Outsiders

The Dallas Morning News boosts revenue 80% with Chief Outsiders

The Dallas Morning News, a major newspaper, faced a significant challenge as its single-copy retail sales, accounting for 20% of total sales, had plummeted by $6 million over several years. To address this, they engaged the vendor Chief Outsiders and marketing expert Matt Benner to assess the business and devise a new marketing plan.

Chief Outsiders re-examined retail practices, finding that poor product placement and visibility were key issues. They created a new program to help under-performing retail venues implement better sales practices. This solution led to an 80% revenue increase within 60 days for the initial retail chains, far exceeding the original 5% goal, at zero cost to the retailers.

The Dallas Morning News