RedEye: The Battle for Chicago's Young Readership
In an era where traditional print media faced a dwindling audience among younger demographics, the Tribune Company launched RedEye. This strategic publication was designed specifically to recapture young readers and eventually transition them toward the flagship publication, the Chicago Tribune.
The War of the Tabloids
The launch of RedEye sparked an immediate rivalry. In a direct response, the Sun-Times—the Tribune's primary competitor in Chicago—launched its own publication called Red Streak at the same time. This created a unique street-level competition where "hawkers" (vendors who sell or distribute newspapers on the street) from both publications often stood side-by-side on city corners.
[ไม่มีภาพประกอบ]
From Free Distribution to Paid Models
For the first six months, both RedEye and Red Streak were distributed for free. Following this initial period, both companies shifted their strategy by installing vending boxes across the city and charging 25 cents per copy.
However, this paid model was short-lived for the Sun-Times. By the end of 2005, the company discontinued Red Streak. John Cruickshank, the publisher of the Sun-Times, later revealed that Red Streak was launched primarily as a defensive maneuver to prevent the Tribune from establishing a foothold in the paid tabloid market and to protect the Sun-Times' historical hold on commuter customers.
Return to Free Access
With its primary competitor gone, RedEye shifted its business model again. At the start of 2006, the publication returned to being a free resource. The company unlocked the vending boxes and covered the coin slots to ensure the papers were accessible to the public at no cost.
Key Facts
- Purpose: RedEye was created to attract young readers back to the Tribune Company's ecosystem.
- Direct Rival: The Sun-Times launched Red Streak specifically to undermine RedEye's market entry.
- Pricing Evolution: Both papers started free, moved to a 25-cent paid model, and RedEye eventually returned to being free in 2006.
- Market Strategy: Red Streak was used as a tactical tool to block the Tribune from capturing the commuter demographic.
Publication Comparison Summary
| Feature | RedEye | Red Streak |
|---|---|---|
| Parent Company | Tribune Company | Sun-Times |
| Primary Goal | Attract young readers | Block Tribune's market foothold |
| Initial Distribution | Free (Hawkers) | Free (Hawkers) |
| Paid Period Price | 25 cents | 25 cents |
| Status after 2005 | Continued (Returned to free) | Discontinued |
Legal Disputes
The challenges facing RedEye extended beyond the print market into the realm of intellectual property. In February 2007, the Tribune Company filed a federal trademark infringement lawsuit—a legal claim that another party has used a trademark that is identical or confusingly similar to a registered trademark—against NewsCorp. This action was taken after NewsCorp launched a late-night talk show on Fox News titled Red Eye.
Frequently Asked Questions
Why was RedEye created?
RedEye was launched by the Tribune Company to combat the loss of young readers and to eventually migrate those readers to the main Chicago Tribune edition.
What was the relationship between RedEye and Red Streak?
They were direct competitors. Red Streak was launched by the Sun-Times specifically to prevent RedEye from gaining a foothold in the paid tabloid market and to protect the Sun-Times' commuter customer base.
How much did the papers cost?
Both papers began as free publications. After six months, they were sold for 25 cents via vending boxes. RedEye eventually returned to a free model in early 2006.
Why did the Sun-Times discontinue Red Streak?
According to publisher John Cruickshank, the paper's only purpose was to undermine RedEye's attempt to draw commuters; once that tactical goal was addressed, the publication was discontinued at the end of 2005.
Why did the Tribune Company sue NewsCorp?
The Tribune Company filed a federal trademark infringement lawsuit in February 2007 because NewsCorp had launched a Fox News program using the name "Red Eye."