Politico is expanding its print edition beyond the beltway. Beginning today, more than 4,000 copies of the nearly five-year-old D.C. newspaper will hit New York , bringing Politico’s total hard-copy distribution to 37,000.
To break it down, 2,400 copies will be available in newspaper boxes across Manhattan, around 900 copies will be “individually addressed and delivered to financial executives, media personnel, both broadcast and print, as well as select personnel in Madison Avenue advertising agencies,” and another 800 copies will be dropped in 40 locations around the city, according to a statement from Politico's media director Kim Kingsley. The National News of New York will be in charge of distribution.
“This is all about getting the paper in the hands of our most important readers in New York, especially financial sector CEOs and business and media leaders,” Politico editor in chief Jim VandeHei told Adweek in an email.
Although Politico’s website may have a far broader reach than its newspaper sibling, VandeHei said that “demand for a print product remains robust, particularly for readers [over 40]. We are meeting that demand . . . We will be beefing up our coverage of the intersection of the financial sector and Washington in the months ahead, so we feel certain demand for the hard copy will only intensify.”
The addition of the New York market should also help raise Politico’s profile with advertisers outside the capital.
“We are a for-profit company, so we hope everything we do on the business side makes money . . . It's important to remember that we remain as focused as ever on proving there is a prosperous future for excellent journalism that can also turn a decent profit,” said VandeHei.