National Post axes summer Monday edition

CanWest announced today that it would cancel its Monday edition for nine weeks over the summer, from July to early Sept. while saying they won’t do the same for the other CanWest dailies. Traditionally for all newspapers, Monday is the lightest day for ads (and for news), so it makes some sense economically. Summer is also the lightest time of the year for newspapers in terms of their size and amount of advertising. Typically it picks up in mid-August for some commodities (clothes, computers, books) for back to school, then ratchets up to a frenzy till Dec. 26, then collapses again for January/February. If CanWest hasn’t got its financial house in order by then, expect it to axe its Monday edition during Jan./Feb. 2010, unless it can swing a lot of Olympics ads.

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