We do not analyze the content itself. However, we do evaluate how a story affects sales by monitoring net copies against similar days of previous weeks and the previous year. Generally, we alert circulation when there is a potentially big story, and they bump the press run; then we try to remember to find out a few days later what the final count registered.

How do you do it?

Circulation maintains a database that tracks unsold copies at the retailer level. This tool enables us to effectively measure numbers of copies sold each day, and when there is a significant bump, there is a notation made about the top headlines.

Obviously, major breaking news sells papers. What big stories of the past year or so sold papers for you?

The most recent best sellers for the Star-Ledger included, in pretty fair order: the New York Yankees World Series win and playoff points leading up to it; presidential/senatorial election results (we had Torricelli-Zimmer race in New Jersey, a fairly big national story); the death of Mickey Mantle; the Blizzard of ‘96 (worst in 50 years; irony here is that while we could sell every newspaper we could get out onto the streets, it wasn't that easy); the crash of TWA Flight 800; basketball Final Four issues (it was held in our back yard); and the O.J. Simpson verdict.

Are there good examples of enterprise triggering sales?

Yes, but not in significant numbers. We did a series on the "Life of a River" (the Passaic), which drew more requests for reprints than it sold extra copies. We also did a mammoth project on Superfund sites in the state, with concurrent exposure on our New Jersey Online, that drew a huge response in terms of requests for reprints and online hits, but the publication dates failed to show any impressive sales bumps.

How significant are headlines? Can you describe some major sellers? Is size of headline a factor?

Headlines are clearly critical to the impulse buyer. In our market, there is substantial competition at most sales points. Headlines plus other parts of the presentation (the photo, the graphics, the play) must convince the casual reader to pick us up instead of the other papers on the racks. The best-sellers have involved the Yankees ("YANKS DO IT" on Sunday front) and the election ("Clinton wins big" in 120 point).

What about pictures and color?

We just converted to daily page one color in October, but one of the best days was Oct. 5, 1995, when we got color for the day because the Pope was in town. We had "A blessed event" in 144 point with five-column shot of the pontiff entering Newark's Sacred Heart Cathedral and that Thursday newspaper sold out. We haven't been able to determine whether color has affected daily sales, but we believe it does capture the interest of the general passersby. Do we have numbers to back that up? No.

Do you use contests?

No, we don't. We've taken the cure.

Do you use radio or TV promotion, and what effect does that have?

We've used both, plus billboards, to some success, so circulation tells us. In a competitive market, it probably does more to establish the brand name than sell individual copies. Plus they're geared to promote subscriptions more than single-copy traffic.

Any other thoughts?

• I'd expect that what you'll see across the country is that sports still accounts for most circulation bumps, short of an O.J. verdict or Oklahoma City. Most everything else just seems to be maintenance effort - not selling more, but keeping the average up.

• Plus, what sells well in one of our counties makes up for a slower day in another. You don't ask about zoning factors, but we zone a lot of skybar teases and reefer headlines and we feel that is effective in newsstand sales in our multi-county circulation area.

Cooper is managing editor of the Newark (N.J.) Star-Ledger.