On the same day as the restraining order was granted, Boston Phoenix publisher Mindich counterfiled against Phoenix staff members to enjoin against their use of the name "Phoenix" on any new publication. That case, along with a controversy over use of the Phoenix format and typefaces, was settled out of court. The Real Paper retained the right to the Phoenix format; The Boston Phoenix took full rights to the use of the Phoenix name.
As promised, the former Phoenix staff released its first issue of the Real Paper on the Monday after the acquisition. The 24-page issue was financed by an anonymous $200 contribution and by advertising. Hawkers reported sales of The Real Paper's first issue outpacing those of The Boston Phoenix by a three-to-one margin. Coples have been selling out, and last week's press run of The Real Paper reached 70,000--a figure close to that of the old Phoenix. A major difference, however, is that both The Boston Phoenix and The Real Paper will be distributed free to area colleges and universities--a policy formerly followed only by BAD--making the paid circulation figure somewhat lower. The subscription list is up to 1000, one-fifth of its previous size, and Rotner predicts that "it's just a matter of time" before things are completely back to normal.
For The Real Paper, finances have been good and bad simultaneously--but improving. "We've actually made money each week since we started The Real Paper," Rotner said. But this was achieved only through a staff that sacrificed pay until things got off the ground. Now, Rotner reports, "80 per cent of the staff is being paid. There's enough money to pay the whole staff, and those who are working for free are doing so by their own choice."
Aside from the $200 original contribution, The Real Paper has not had to go to outside backers for financial aid--although there have been offers. One came from an associate--but not a representative--of New York magazine, acting on his own behalf "We turned two down." Rotner said, "and the rest weren't really serious. We're hoping to make it for at least a year without selling to outside backers."
The Real Paper has been able to stay in the clear on advertising alone, but not without problems. Chuck Fager of The Real Paper staff charged after the first issue, that "BAD intimidation" existed, and Dick Reitman another staff member, said that BAD advertising salesman had been calling advertisers and telling them that "they had no alternative but to sign with BAD."
BOSTON Phoenix publisher Mindich denied those accusations, saying that "we are only telling advertisers the truth about what has happened." Nevertheless Mindich, while predicting last week that his advertising would increase in the near future, seemed to indicate that the increase thus far has not been up to his expectations.
But on the whole, Mindich said, the acquisition of The Phoenix has been "about 99 per cent positive in every way." His paid circulation is now ranging between 55,000 and 60,000 as compared to 30,000 before this summer, and his press run in up to 110,000.
Mindich said that he feels them is not a market for two weekly newspapers of the same exact type" in the Boston area. But he doesn't consider The Real Paper of the same calibre as The Boston Phoenix, and therefore no longer considers it significants competition. "I just don't think they have it together," he said. "Quite frankly, it's not as good a newspaper. The Real Paper is not the old Phoenix--I don't care how you compare it."
Real Paper publisher Rotner disagrees. "It's the same paper with the same staff. They just took away our name. And I don't think it'll make any difference," he said.
But there may, indeed, be a difference. Mindich claims that despite The Real Paper's early edge, The Boston Phoenix is now outstripping The Real Paper early edge. The Boston Phoenix is now outstripping. The Real Paper four to one is hawker sales; in the Square any they're running about even. Rotner attribution the slow pickup of Real Paper sales to an identity problem, which he plass to counter with an extensive promotional campalgs.
No matter how it all turn out, this should be the year when Boston and its publishers find out whether this area can support two weekly journals.