Media update: Yes has been around a while


My neighborhood got a version of a Sunday ad stuffer, known as “Yes”  a few weeks ago. It then disappeared.

According to a couple of folks who would know, Yes has been distributed for years, at least in some areas. 

Yes has operated in stealth mode on Basin Road, with little or no mention on its website.

A  Gannett paper in South Carolina describes the circular as follows: “Delivered to your doorstep, yes! has all the best news on what’s happening in fashion, trends, and best of all, where the values are for the week. Inside the pages of yes! you’ll find your favorite inserts from local stores.”

Translation – The wrapper for the inserts contains fashion-household filler.

There was no response to an Email from the News Journal Co. president on Yes.

YES does not provide an answer to the loss of stuffers with supermarket ads and fast food coupons. The circulars typically come during from mid to late week, depending on the timing of postal deliveries.

For many daily newspapers, the mid-week circular business evaporated a long time ago as penny-pinching executives chose not to complete via mail or drop off with deep-pocketed competitors.

Dailies also struggled with the U.S. Postal Service and have long claimed that the stuffer companies got rock bottom rates.

Digital and moves like expanding the use of stuffers, were at the heart of the takeover argument of the parent company of Digital First.

The cost slashing newspaper company claimed Gannett was losing money on its new ventures and needed to get back to basics. Translation – deeper staff cuts and not taking  chances on new projects.

Gannett fought off the takeover bid but is said to be negotiating with another expense-cutting-artist, Gatehouse. Gatehouse has weeklies throughout Delaware with skeleton news staffs. There is no assurance the Gatehouse deal will be completed. The hedge fund-controlled company may also want deep cuts.

Brandon Holveck  joins News Journal

Finally, you may have seen Brandon Holveck’s byline in recent months. He’s one of a number of 20 something staffers coming on board after a wave of downsizings and voluntary departures that sent veteran reporters into retirement or into writing or public information jobs.

Holveck is a former executive editor of the University of Delaware Review and is listed as a trend reporter on the staff directory.

His story file includes a piece on Wilmington-reared actress and comedienne Aubrey Plaza having fun with community events in Delaware on the Late Show with Stephen Colbert, bad flour from Pillsbury,  the opening of a Lands’ End store in Christina and crashes on I-95. – Doug Rainey

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