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ProJo parent to home-deliver free "quick read"

Like virtually all newspapers, the Belo Corporation's flagship Dallas Morning News has been struggling with shrinking circulation, so the DMN has a new trick up its sleeve (h/t Romenesko):

The Dallas Morning News plans to launch home delivery Aug. 27 of Briefing, a free newspaper aimed at nonsubscribers who want a "quick-read" newspaper.

John McKeon, president and general manager of The Dallas Morning News , said the publication is aimed at time-crunched families, such as busy dual-income families with children at home and who aren't currently subscribers of The News.

"They're familiar with The Dallas Morning News, but they just don't feel they have the time to get everything out of it they need to get out of it," he said Monday. "So a shorter, more concise version of The News was something that the research indicated they were interested in."

About 200,000 copies of Briefing will be distributed Wednesdays through Saturdays to select households that don't currently subscribe to The News, he said.

No word on whether other Belo properties will do likewise, although the DMN story notes that the creation of new publications is a trend at that newspaper.

Closer to home, the ProJo, hot on the heels of my blogging story, has significantly ramped up posts to its politics blog, and word is that the statewide daily's "women's initiative" will soon make its debut.

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