Newspapers: Living with the Scars

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In any case, the Trib's ad linage in immediate-poststrike April spurted 10.6% ahead of the total for the previous April, the Times was up 6.4%, and the World-Telegram 5.4%. All were helped by the initial splurge of poststrike advertising, particularly by department stores that had delayed their traditional January white sales and spring clearances until the blackout was ended. Even so, there were more minus than plus signs. The Post was down 3.2%, the Mirror 5.3%, the Journal-American 7.9%, and the News 8.7%. One explanation for the mixed pattern: the advertisers are diverting their newspaper dollars to suburban papers and to those metropolitan dailies —such as the Times, Trib and Telegram —that have what they call "a reach into the suburbs."