Here we grow again

By Lloydminster Source staff

December 1, 2015 12:56 PM

The Lloydminster Source's Kent Keebaugh has plenty to smile about as he peruses the latest edition of our paper.

Circulation of the Lloydminster Source is the highest it’s been in a decade.
While many businesses are feeling the hit of low oil prices, whether directly or indirectly, the influx in available workers has given The Source a dedicated delivery team, ensuring papers are dropped off at all available distributors.
After a recent distribution audit for the paper’s Thursday edition, it was found there was a year-over-year increase from 15,566 total distribution to 16,526 as of Sept. 2015.
“With the downturn in economy, the routes we weren’t able to fill when the economy is robust, were filled,” said Kent Keebaugh, general manager at The Source.
“So if you look at a year ago with the in-town carriers, we were delivering 6095 papers, now we’re delivering 7,490, so that increase alone is substantial.”
The Tuesday edition of the Lloydminster Source has always had less content than the Thursday edition, with fewer fliers and fewer pages.
Though Thursday’s paper has picked up in terms of circulation, Tuesday’s edition has remained consistent, at about 2,000 units less than its Thursday counterpart.
Keebaugh uses numbers from Sept. 2007 as an example of an average circulation year, when The Source delivered 6,890 papers by carriers in Lloydminster alone.
As of Sept,. 2015, 8002 papers are being delivered by carriers in Lloydminster, some of which can be attributed to city growth between the two dates, but most of the credit goes to being able to fill carrier routes.
“We are getting a better pickup rate in country also,” said Keebaugh.
“In our rural trading area our circulation is up by 455, so a lot of that is our dedicated driver force and how we monitor the routes to make sure there are adequate papers out there all the time.”
Dedicated delivery force aside, there is one more factor at play in the circulation increase.
Since the beginning of the year there has been a remarkable growth in new retail businesses opening in Lloydminster and despite the faltering economy, there are more stores out there and more people shopping.
With more people shopping, there are more people looking to the paper to check out advertising sales.
“I’m pretty certain the distribution now is the highest we’ve had in 10 years,” Keebaugh said, then added with a laugh, “Keep picking up the paper, keep reading the paper, we love big numbers.”

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