Stars and Stripes aims for younger audience

WASHINGTON - In an effort to attract younger readers, military newspaper Stars and Stripes plans to unveil a weekly supplement focused on entertainment and lifestyle.

The launch of Pulse, set for March 5, comes as thousands of the daily newspaper's readers prepare for a possible war with Iraq. Yet despite logistical hurdles in distribution and the distraction of an approaching conflict, Stripes is confident the 16-page supplement based on the alternative newsweekly model will catch on.

"Pulse is targeted at younger servicemen," said general manager Max Lederer. "We want to make sure we get to them."

The move is a notable change of tone for a traditionally staid publication aimed at the military. An under-30 editorial staff will fill the magazine, which will appear on Wednesdays, with features aimed at the 18- to 29-year-old male. This means entertainment listings, features on gadgets, advice columns, and, "lists, lists, and more lists," according to Washington bureau managing editor Doug Clawson. The first cover story is about girls who are attracted to tricked-out cars.

Pulse was conceived more than a year ago, when readership surveys indicated that the significant younger portion of Stripes' audience was being given short shrift.

Although it got the go-ahead before war loomed, the worsening situation in Iraq has done nothing to derail the project.

Even without Pulse, the 60,000-circulation Stripes would face distribution challenges, especially in the Middle East. But there the newspaper is hoping to open forward printing locations.

Lederer dismissed any suggestion that this is an inappropriate time to launch such light fare. For the frontline serviceman, he envisions it as a"distraction from the pressures he feels day in and day out".

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in