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Change at the store: Shifting shopping habits drive new strategies for selling groceries

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Mentored youth, junior hunters gearing up for spring gobbler hunt

<p>It&#8217;s all about that &#8230; audience.</p><p>As the <a href="https://www.timesleader.com/" target="_blank">Times Leader</a> prepares to make a major investment in its printing facility, the TL remains the most-read newspaper in Luzerne County.</p><p>According to the latest figures from Scarborough Research, a Nielsen Company service, each print edition of the Times Leader from Monday through Saturday is read by an average of 71,655 people, for a lead of more than 11,000 readers per edition over its main competition, The Citizens&#8217; Voice.</p><p>On Sundays, the average number of readers for the Times Leader jumps to 91,106, an advantage of almost 26,000 over The Citizens&#8217; Voice.</p><p>&#8220;Our reach, our audience, is the most important gauge of success in our community and our industry,&#8221; Times Leader Publisher Mike Murray said. &#8220;And the number of people who read our paper on a daily basis is greater than our competition.&#8221;</p><p>He added: &#8220;Our advantage is a testament to the talented staff we have and the quality of the product we put out. We are the best paper in Northeastern Pennsylvania in print and on the web. We always have been and always will be.&#8221;</p><p>Murray said the newspaper is spending a significant amount of money to upgrade the press at its East Market Street production facility.</p><p>&#8220;The investment will allow us to remain the only daily newspaper printed in Luzerne County for years to come,&#8221; Murray said. &#8220;We love being in downtown Wilkes-Barre, and we aren&#8217;t about to go anywhere.&#8221;</p><p>The Citizens&#8217; Voice, which on April 4 switched from a tabloid format to a broadsheet, is printed in Lackawanna County.</p><p>Times Leader Production Director Jeff Tinner said the press upgrade will make the production facility more efficient, and he&#8217;s excited to work on the project.</p><p>&#8220;I&#8217;m really looking forward to this one,&#8221; Tinner said. &#8220;In terms of newspaper production, it doesn&#8217;t get much bigger than this.&#8221;</p><p>The upgraded press is just one improvement at the Times Leader, according to Executive Editor Tim Farkas.</p><p>Among the upgrades in print are additional pages in the main section and Sports, an easier-to-find business page, and more enterprise and in-depth stories on local matters on Sundays and Mondays. Also, Farkas said, the page design is more dynamic, a &#8220;talker&#8221; story is featured at the top of 2A every day, and a guide to unique content on <a href="https://www.timesleader.com/" target="_blank">timesleader.com</a> runs daily on 3A. </p><p>In the digital world, the Times Leader has shifted to a 24-hour news operation, has increased its video production and presence on social media, and has added podcasts. Other additions include news alerts on its mobile app &#8212; which is available at all app stores &#8212; and more regional news based on its partnership with local <a href="http://fox56.com/" target="_blank">Fox TV affiliate WOLF</a>.</p><p>Several successful special sections also have been added to the Times Leader in the past several months.</p><p>Distinctive Autos and Distinctive Properties, projects led by Advertising Director Kerry Miscavage, are just two of the new features that were well-received by readers and advertisers.</p><p class="x_MsoNormal">&#8220;Developing the &#8216;Distinctive&#8217; brand allows our advertising team to engage directly with our readers and our advertisers to provide more relevant content,&#8221; Miscavage said. &#8220;Relevant content drives traffic to our advertisers, creating a win. And there&#8217;s more to come.&#8221;</p><p>One project on the horizon is &#8220;inNOVAtion,&#8221; a staff-produced business supplement that will comprise 48 pages over three sections and will be published April 30 in print and on the web.</p><p>&#8220;These newer features are just some of the ways we will continue to reach out to the residents of Northeastern Pennsylvania,&#8221; Murray said. &#8220;We realize what a responsibility it is to serve the ever-changing readership in Luzerne County, and we plan on continuing to give them the finest products available for a long time.&#8221;</p><p>The Times Leader is the flagship newspaper of the Times Leader Media Group, which also consists of the <a href="http://psdispatch.com/" target="_blank">Sunday Dispatch </a>in Pittston, the <a href="http://mydallaspost.com/" target="_blank">Dallas Post</a>, the <a href="http://theabingtonjournal.com/" target="_blank">Abington Journal</a> and the <a href="http://theweekender.com/" target="_blank">Weekender</a>.</p><style>
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<div class="neCaption">Times Leader Publisher Mike Murray and Advertising Director Kerry Miscavage look over ad positions at the newspaper&#8217;s production plant in Wilkes-Barre. The TL is making a major investment in the facility. </div></div><div class="metaInfo"><photo0>https://www.timesleader.com/wp-content/uploads/2017/04/web1_press-photo-1.jpg</photo0><caption0>Times Leader Publisher Mike Murray and Advertising Director Kerry Miscavage look over ad positions at the newspaper&#8217;s production plant in Wilkes-Barre. The TL is making a major investment in the facility. </caption0><photoCredit0></photoCredit0></div></div>
<div class="metaInfo"><bylineMeta><p>Times Leader</p></bylineMeta></div><div class="metaInfo"><shirttailMeta><p>Reach the Times Leader newsroom at 570-829-7242 and on Twitter @TLnews.</p></shirttailMeta></div>

Times Leader No. 1 in audience in Luzerne County