An inability to keep circulation at levels that would draw advertising dollars has caused the owners of The Almanac to cease free delivery of the weekly publication in Green Tree, Dormont and portions of Mt. Lebanon.
Today marks the first time in 40 years that people in those areas will not receive the paper without subscribing. Currently, about 3,600 homes got the Almanac. David Roof, The Almanac's general manager, said the paper could not continue absorbing the cost of delivery without the ad revenue needed to offset expenses.
The decision was "purely economics," he said. "We have to go where the advertising dollar is."
The paper, owned by The Observer Publishing Co., of Washington, Pa., continues to rely almost exclusively upon advertising, even as production, staff and operating costs continue to rise.
It has a total circulation of about 60,000 in 13 communities in the South Hills, from Meadow Lands in Washington County to Castle Shannon.
More than 12,000 of those papers are delivered to people in Bethel Park and 8,000 to Mt. Lebanon.
The company also publishes the daily Washington Observer-Reporter.
Roof said letters both of support and dismay had been pouring into his office since the announcement to stop service was issued last month.
"People say, 'It's just a free weekly,' but if I picked out any route and said don't deliver there this week, we would get a lot of flak," Roof said. "We provide good news to our readers. People see it as their community paper."
Those affected can subscribe to The Almanac and have the paper delivered by mail, or they can buy a copy for 50 cents at convenience stores, newsstands and vending machines. Mail subscriptions cost $25 for six months, or $48 a year.
Its circulation has declined nearly 30 percent over its 40 years, Roof said, due to the Internet and a decline in readership and advertising.
Roof began a subscription campaign when he came to The Almanac in 1999, but "it's never really taken off. We started as a free paper 40 years ago and it's tough to break from that mold."
First Published: March 2, 2005, 5:00 a.m.
