Daily News in N.Y. Losing Ads to Radio

Advertisers in the strike-bound Daily News are turning to radio rather than other newspapers in the city, but many of the stations are already heavily booked, a business publication reported today.

Crain’s New York Business reported that radio is drawing advertisers who are concerned that the New York Post and New York Newsday, the city’s other two tabloids, do not provide the right mix of readers.

Many radio stations, however, can’t handle the extra advertisers because their ad load has increased for the holiday season, Crain’s said.

“I have problems with the Post because of the editorial content,” said Harvey Berman, president of the Harvey Berman ad agency. “We would consider radio; however, last weekend I tried to get a news radio package for a client but couldn’t get the time.”

The 71-year-old News trudged ahead Sunday, handing out free samples and using “hawkers” to sell newspapers on the street where vendors feared union intimidation. The press run was about 600,000. News spokeswoman Lisa Robinson said 50,000 copies were given away.

“We’re still seeing gaps in distribution,” she said. “Many, many people support us. Some people don’t.”

The News, the nation’s third-largest metropolitan daily, had a Sunday circulation of about 1.2 million before the strike began Oct. 25.

Nine of the newspaper’s 10 unions went on strike. Some union members have returned to work, but about 2,000 remain off the job.