WPCNR MAIN STREET JOURNAL. By John F. Bailey. October 29, 2006: Gannett Newspapers, publishers of The Journal News, the Westchester-Rockland daily newspaper is launching a weekly news publication entitled White Plains Express which is scheduled to publish Thursdays of each week beginning in November. It is aimed squarely at the local advertising market now served by the White Plains Times.

The Prototype of Gannett's new White Plains Express. Photo,WPCNR News

The announcement to Journal News advertisers this week promises to deliver advertisers 93% of White Plains households -- guaranteeing a 20,767 circulation to the White Plains households which do not subscribe to the daily Journal News.  It promises the White Plains Express will cover the local police blooter, briefs and news, White Plains sports and sports schedule; local property sales, business news, plus photographs of White Plains citizens and events and editorial generated by White Plains residents. A calendar of local events is promised. 

The flyer announcing the new paper hints that ad buys combining the circulation of both newspapers will over advertisers 93% penetration of the White Plains market. Delivery will be by mail and by hand. The paper promises 21,000 readers of the Express weekly, and 14,000 readers of the daily Journal News, for a total reach of 34,768 households in White Plains.