The Associated Press has moved a story nationwide that could be titled, The Curious Case of the Deseret News. As newspapers around the country lose circulation, the DNews actually saw a small gain. National newspaper analyst John Morton told the AP that The Salt Lake Tribune is financially viable, but that the DNews has the protection of owner with deep pockets — the LDS church — and may outlast the larger-circulation Trib.The Deseret News will survive because the church wants it to.
DNews editor Joe Cannon, a former lobbyist and state GOP chairman, took the paper back to its Mormon roots (something that triggered a small revolt in the newsroom) and its Web site rakes in 17 million page views a month, but still not much ad revenue, says the AP story.
Imagine KSL-dominated Salt Lake as a one-newspaper city, with that only voice being church-owned.Visitors tend to linger, and half of them are from outside Utah, affirming Cannon's strategy even as online advertising revenues remain marginal.
His aim is to reach out to "a very large Mormon diaspora across the country" that "puts us into a much larger pond."









































































































