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A new newspaper in the East Hamptons is launching what will be a direct competitor to The East Hampton Star, the local paper that has been in print since 1885.
The rival - The East Hampton Press - will hit the stands a day earlier than the Star and will be free, whereas the Star costs $1, writes The New York Times.
While the circulations of the Star and of the East Hampton Press’s sister publication, The Southampton Press, are tiny, there is a fairly large amount of money to be made in real estate advertising in the Hamptons.
Jerry Della Femina, an advertising executive who owns the Della Femina restaurant in East Hampton and a free local tabloid, The Independent, estimates that $30 million to $40 million is spent on print advertising annually in the Hamptons. Of that, his newspaper, The Star and The Press capture $8 million to $10 million.
Scenarios such as this are being played out in cities and towns across the country, as free newspapers put pressure on their paid counterparts.
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