From Vanity Fair · Matthew Pressman · · 2m
Failed Daily News Tonight Experiment
Daily News Tonight collapsed after 18 months, costing the Tribune Company $36 million and reshaping media power in New York.
In brief
Daily News Tonight collapsed after 18 months, costing the Tribune Company $36 million and reshaping media power in New York. The Daily News' failed afternoon edition, Daily News Tonight, collapsed after 18 months, costing the Tribune Company $36 million and reshaping media power in New York. Originally reported by…
Failed Media Launch
The list of epically failed media launches in recent decades is dishearteningly long.
Daily News Background
The New York Daily News launched in 1919 as America’s first tabloid, selling 2.4 million copies Monday through Saturday by 1947.
Declining Readership
The Daily News lost readers throughout the 1960s and 70s as blue-collar workers moved out of New York City or ditched newspapers for TV.
Rupert Murdoch's Post
Rupert Murdoch transformed the New York Post from a left-wing paper into a vehicle for 'skin, scandal, and sensationalism'.
“skin, scandal, and sensationalism”
Mike O'Neill's Mission
Mike O'Neill, editor since 1968, aimed to modernize the Daily News beyond crime and scandal stories.
Consultants' Advice
High-priced consultants advised the Daily News that only newspapers with upscale appeal could survive.
Daily News Tonight Launch
The Daily News spent $20 million to launch Daily News Tonight targeting Manhattan's affluent readers.
Clay Felker's Role
Clay Felker, editor of Esquire, was hired to lead Daily News Tonight after being forced out by Murdoch.
Target Audience
Daily News Tonight targeted readers of The New York Times and The Wall Street Journal, not the New York Post.
Staff Tension
Daily News staff disliked Felker's highfalutin approach, nicknaming him 'Clayatollah' and rooting for his firing.
“Clayatollah”
Circulation Failure
Daily News Tonight sold only 100,000 copies per day, far below the projected 300,000.
Rupert Murdoch's Response
Murdoch transformed the New York Post into an all-day newspaper to compete with Daily News.
Clay Felker's Replacement
Clay Felker was replaced as editor of Daily News Tonight in June 1981 after 18 months.
Tribune Company Sale
Tribune Company sold the Daily News to Robert Maxwell for $36 million in 1982.
“$36 million”
Aftermath
The Daily News survived with five Pulitzer Prizes, becoming 'New York’s Hometown Paper' despite media struggles.
“New York’s Hometown Paper”
Long-Term Impact
The Daily News' failed afternoon edition set it on a path from dominance to irrelevance.
The headline
The Daily News' failed afternoon edition, Daily News Tonight, collapsed after 18 months, costing the Tribune Company $36 million and reshaping media power in New York.
