"[Chief Outsiders] helped us look at our current practices and take them up a notch. They helped us identify some opportunities that had been there all along. By looking at it from a different perspective, and creating analysis and presentation materials that clicked with our target audience, they really helped us to be successful in this endeavor."
Chip Danneker, VP Circulation Distribution, Dallas Morning News
The Single Copy Situation
The Dallas Morning News is recognized as one of the nation's oldest, largest and most reputable newspapers. A leading Pulitzer Prize recipient within the industry, it has become a fixture of communities throughout Texas. Unfortunately, the paper's single-copy business -- one-time sales of individual newspapers at retail locations -- was flagging. This business, accounting for about 20 percent of the publication's total sales, had dropped from approximately 225,000 Sunday papers to approximately 75,000 within five years, with total revenues dropping by some $6 million between 2009 and 2012.