The Press: The Ubiquitous News Doctors

When the going gets tough, the tough get consultants

The Cincinnati Enquirer had a problem. Circulation was slipping, down about 5% in three years. So in 1975 the Enquirer hired Frank N. Magid Associates, a Marion, Iowa, consulting firm, to find a solution. On Magid's advice, the paper added more local news, more sports coverage, more consumer reporting and its first restaurant reviews. Results are not all in yet, but during the past year alone circulation climbed by 3.6%, to 191,800.

The Cincinnati story is typical of a trend that is sweeping the newspaper...

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