In 2006, the Sun Herald won a Pulitzer Prize for its coverage of Hurricane Katrina, but E&P commends the daily for boosting its circulation with plenty of hard work during a time of crisis.  The Sun-Herald has regained nearly pre-Katrina circulation numbers, despite having to give copies away for free immediately after the hurricane. The paper’s readership has increased from 2.8 readers per copy prior to Katrina to 3.9 readers per copy, and there are estimates for growth in home-delivery and newsstand sales.

After Hurricane Katrina devastated the Sun-Herald’s area in August 2005, the paper’s circulation daily numbers fell from 45,658 (Sunday: 54,809) to 36,500, according to circulation director Gary Raskett.  In addition, the paper lost 35 of its 165 delivery routes, 120 of its 140 adult carriers, and 300 of its 1,000 newspaper racks.

In this time of crisis, the focus of the paper shifted to getting out the news, and for six weeks, 82,000 free copies of the Sun-Herald were distributed each day. “People were coming out of food lines to get the paper,” recalls editor Stan Tiner, who admits that the period of free circulation was beneficial for marketing.

In October 2005 when the daily began charging again, the staff of the Sun-Herald went door-to-door looking for both remaining subscribers and relocated non-subscribers.  Because the hurricane damage prevented telemarketing, staff members physically contacted potential customers, oftentimes visiting each newly inhabited home.

An important factor in the daily’s success was the tailoring of beats to meet community needs.  Post-Katrina beats covered insurance, transportation, and environmental and health issues.  Extra publications included a monthly magazine and job guide plus two Katrina-related books.

E&P tips its hat to the Sun-Herald staff for these efforts and their continued dedication to the paper.  Today, the circulation figures are almost at pre-Katrina level: 45,374 daily and 50,809 on Sunday. As evidence of the staff's efforts, new subscribers now make up 25% of circulation.

Source: Editor & Publisher through Journalism.org