2:39 pm Jan. 17, 20122
2,400 copies were available as of today in 24 street boxes located mostly in Midtown, the Upper East and West sides, and the Financial District. 900 additional copies will also be "individually addressed and delivered to financial executives, media personnel, both broadcast and print, as well as select personnel in Madison Avenue advertising agencies," Politico C.O.O. Kim Kingsley told us, and 800 copies will be dropped "across 40 locations" in addition to the boxes. (Scroll down for a complete list of the box locations.)
The move at first might have seemed unsurprising: Why hadn't it happened sooner? The site, though national in scope, has had several writers with something of a slant toward covering New York politics, between Glenn Thrush, Maggie Haberman and the recently departed Ben Smith. And the print edition of Politico in Washington, D.C. is, counterintuitively, a cash cow for the digital brand: Deep-pocketed lobbyists pay dearly to have their ads appear in a free newspaper distributed to a narrow list of offices and locations where government decision-makers live and work. Couldn't a Politico New York, highlighting coverage of New York power-players with influence over the intersection of Wall Street and the Beltway (Sen. Charles Schumer, for instance) bring a new variety of advertiser?
And, of course, distribution in New York is also a draw to luxury advertisers, who pay big bucks to be anywhere: Imagine the ad sales pitch where Politico can say their papers are in the lobby of the St. Regis Hotel and in the hands of Graydon Carter or Rupert Murdoch. (We don't know if they are, or really where the "controlled distribution," as it's called, is.) That sector is not presently a staple of the newspaper; maybe it could be?
But according to executive editor Jim VandeHei, the newspapers distsributed here will be identical to the ones distributed in D.C., with no special content and no separate ad sales.
VandeHei said the reason for doing it was mostly to meet a need, one they expect to grow as they expand coverage of banking and the legislature.
"We will be increasing our coverage of the intersection of Washington and the financial sector in the months ahead, building on our Morning Money franchise," he wrote in an email to Capital. "Our paper is targeted at the most influential readers in the country—lawmakers, policy official, top staff, etc. This move is designed to make sure the most influential readers in New York, who intersect and interact constantly with Washington officials, get the same paper in a same timely way. Our advertisers are trying to reach the most influential readers, so this, plus our content and reputation for breaking news and shaping policy debates, will make the paper even more essential to them. The truth is a lot of readers, especially those older than me (40), still prefer reading the paper in addition to the web. We are meeting a demand. The additional exposure to the New York audience, as a marketing proposition, is a nice side benefit."
We'll be watching to see if it doesn't make its way to the center of the project, once the market presents itself.
If you happen to be one of those 40-and-older Politico readers clamoring for insidery Beltway news in print, here's a list of spots where you can get your fix in New York if you're not important enough to be getting one of your very own delivered to your desk each morning:
1. 40th Street and 2nd Ave-Dunkin Donuts
2. 38th Street and 3rd Ave-581 3rd Ave
3. 59th Street and Park Ave-502 Park Ave
4. 52nd Street and Lexington Ave-575 Lexington Ave
5. 30th Street and 5th Ave-276 5th Ave
6. 31st Street and 8th Ave-415 8th Ave
7. 47th Street and 5th Ave-2 West 47th Street
8. 62 West 47th Street
9. 50th Street and 7th Ave-1630 Broadway Ave
10. 53rd Street and 6th Ave-1320 6th Ave
11. 205 West 57th Street
12. 1776 Broadway Ave
13. 38th Street and Broadway Ave-1384 Broadway Ave
14. 79th and Broadway Ave-2211 Broadway Ave
15. 89th Street and Broadway Ave-2420 Broadway Ave
16. 96th Street and Broadway Ave-2564 Broadway Ave
17. 79th Street and Lexington Ave-1146 Lexington Ave
18. 86th and Lexington Ave-1280 Lexington Ave
19. 96th and Lexington Ave-152 East 96th Street
20. 79th Street and Amsterdam Ave-395 Amsterdam Ave
21. Park Row and Spruce Street-2 Spruce Street-Across from City Hall-Barnes and Noble Bookstore
22. Maiden Lane and Water Street-88 Pine Street-down by Battery Park
23. 71 Broadway Ave-down by Wall Street
24. Greenwich Street and Chambers Street-295 Greenwich Street
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