The Dallas Morning News says it plans to convert its free daily Quick to a weekly and shift its focus from news to entertainment effective Oct. 30.
News of the switch, which has been rumored for months, comes a month after the Morning News began delivering another quick-read daily, Briefing, to about 200,000 homes that do not subscribe to the Morning News. Briefing appears Wednesdays through Sundays and picks up many of the ads in the Morning News. Briefing allows the Morning News to say that it reaches more homes than before.
In its new form, Quick will be delivered door-to-door to young adults in apartment complexes, with the other half distributed in rack locations in entertainment districts and retail venues. The Morning News says it will increase its circulation from 95,000 to 100,000.
The Dallas Morning News launched Quick on Nov. 10, 2003 in an attempt to head off another free daily planned in Dallas, the A.M. Journal Express. The Journal Express lasted six months.