Satirical newspaper targets city for expansion

December 6, 2011

Satirical newspaper The Onion is best-known in Indiana as an online publication, but the print edition is set to start popping up at locations around Indianapolis starting early next year.

Indianapolis-based startup Allium Midwest Media LLC, in partnership with Mishawaka-based Schurz Communications LLC, will begin distributing the newspaper in “coffee shops, bars, restaurants, bookstores, night clubs and [on] street corners” around the city and in the suburbs starting Feb. 2, the company announced Tuesday.

Copies of The Onion distributed in Indianapolis will include a localized edition of The A.V. Club, a non-satirical sister publication that covers entertainment and pop culture.

Allium Midwest Media hopes to eventually offer The Onion in more than 10 Midwest markets. If it’s successful, it plans to hire at least 25 people over the next two years, with most of the positions in Indianapolis, it said.

Those hires would include an Indianapolis editor and sales team.

The Onion is already distributed in numerous big cities, including New York, Philadelphia, Chicago, Milwaukee, Minneapolis-St. Paul, Denver, Toronto and Washington, D.C.

Chicago-based Onion Inc. has been adding markets in an effort to boost its free print circulation from about 400,000 to 500,000 newspapers.

The Onion started in 1988 as a weekly newspaper at the University of Wisconsin-Madison. Today, The Onion and The A.V. Club reach about 2 million weekly print readers and 10 million monthly online readers.



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