Thursday, October 27, 2005

The JPost's Christian market

Amongst all the sources that picked up the Guardian's story this week that The Jerusalem Post is going to start a monthly Christian edition, I haven't found one reference to the fact that the Post, in the not-too-distant past, already produced a Christian edition -- a weekly, as I recall, called 'The Christian Jerusalem Post.' It was closed very suddenly, to the best of my recollection, sometime in 2001-2 (? -- or thereabouts) because it wasn't making enough money, and a Christian page was instead inserted into the regular international edition. Of-course, Christians are a natural target for the JPost -- forming at least 25% of its readership (according to the Forward, 15% of its online readership) -- and the new owners announced their intentions to go after that audience when they bought the paper last year (so why everyone's so surprised I'm not so sure). Presumably, the new owners think that the failure of the previous edition was to do with Hollinger's manegerial incompetence rather than with the market itself, and it will be interesting to see whether they can do any better... (The fact that they've allied themselves with the International Christian Embassy already shows, if nothing else, some shrewder marketing.)

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