STAR is top-rating newspaper, dealers say

MANILA, Philippines - As far as the country’s top newspaper dealers are concerned, The Philippine STAR is a top-rater, and their statistics can’t lie: these are the people responsible for getting newspapers out in the streets and selling them to readers.

Every day at the stroke of midnight, newspaper dealers would line the streets of Port Area, Manila, among other locations, to lay their hands on the next day’s newspaper – freshly printed and neatly pressed – and ensure that these papers are distributed in key urban cities throughout the country.

Some newspapers are taken on the first flights out of the city to local destinations, while others are transported on trucks that drive as long as 10 hours to reach farther points in Luzon.

If a newspaper’s mission is to purvey news and viewpoints that matter to readers, it’s the dealers’ role to ensure that the copies are circulated in time for readers when they look for their paper early in the morning, before their mad dash for work or the day’s labor.

As merchants who depend on selling newspapers for a living, these dealers know only too well how newspaper titles are performing. Their fortunes rise and ebb with the sale of each issue.

According to the dealers, the two most in-demand newspaper titles are easily The Philippine STAR and its chief rival, Philippine Daily Inquirer. On any given day, one would outsell the other, though the good sales turnout of both often manages to fill their pockets at the end of the day, which is just as well.

Last Dec. 6, The Philippine STAR feted the country’s top newspaper dealers through a Christmas party at the Amoranto complex in Quezon City. The celebration, according to STAR president and CEO Miguel G. Belmonte who attended the affair, was The STAR’s way of expressing its gratitude to these dealers for their role in the paper’s success.

The STAR’s five daily titles, namely The Philippine STAR and its sister publications Pilipino Star Ngayon, Pang-Masa, Cebu’s The Freeman and Banat News comprise the biggest newspaper group in the country.

Named overall top dealer was Edgar Pineda, who inherited the business from his father, Romeo Pineda Sr., a dealer since the heady pre-war days. “He knows the history and names of all newspapers published since the pre-war era,” Pineda says.

Pineda operates in Metro Manila, the nexus of newspaper distribution in the country that accounts for 70 percent of nationwide sales. He credits STAR for its strong showing, especially in street sales.

Another top producer, Danilo Jose, says his sales are a tossup between STAR and Inquirer, and believes that what sells The STAR is the fact that it has appealing sections from cover to cover.

Meanwhile, Alabang dealer Manuel de la Rosa says, “I noticed among my subscribers that most prefer STAR because of the Lifestyle Section.” He notes that most of his commercial establishment accounts such as banks, restaurants, offices, etc. opt for The STAR more than the other dailies.

In the next battleground for newspapers that is Northern Luzon, Mimi, the biggest dealer in Bulacan, considers The STAR “the most widely read newspaper.” The paper is a staple for everyday living among her clients, who note The STAR’s accurate and balanced news reports as the primary reason for their patronage. Interestingly, Baguio City dealer Victor Navarro claims a negligible disparity in sales between STAR and Inquirer.

Jimmy Gonzales, the top dealer in Bacolod City, says The Philippine STAR is his most saleable title.

Also cited for their contributions to the success of The STAR at the recently held dealers tribute were top sellers Oliver Bongo, Eduardo Ty, Noel Nate, Arturo Carpio, Nelia Partoza, Mario Angeles, Emma Maka, Jethanand Aidasani, Crisologo Sotto, Jocelyn Tutanes, Josefina Salvador, Eulogio Alfonso, Wilson Pascual, Myrna Jimenez, Melito Tulale, Christian Fernando, Federico Yanga and Rodolfo Lerios.

On hand to regale them were celebrities Allan K, Diana Meneses, Mark Herras and Angel Locsin.

“More than business partners, we view our newspaper dealers as members of one big STAR family,” Belmonte said.

Indeed, after 25 years in the business, The STAR is clearly a top-rater.