Do you have a systematic way of analyzing the content of front pages where there have been heavy single-copy sales? How do you do it?

We try to analyze every front page every day with the circulation director. He's able to tell us what moved yesterday's paper, where and why. He literally has as much influence on page one as any editor in the newsroom.

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

Major breaking news does sell papers for us, but not always. Big local news sells. Only very big national or international news sells. Big local sports developments sell.

Are there good examples of enterprise triggering sales?

We sell well when we present things in a unique way and when we try to make a real emotional connection with the reader. The way we present the news is at least as important as whether it's "enterprise" work or not. Perhaps the best example of this is the Guilty/Not Guilty front page which appeared the day the O.J. verdict was returned but still sealed. We sold about 30,000 extra papers with that front page.

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

As noted above, a clever or particularly noteworthy headline will really move papers. I'm not sure size is a factor, since all of our headlines are huge.

What about pictures and color?

The right picture choice and even the right spot color can make a big difference.

Do you use contests to drive single-copy sales, and what effect do they have?

We use contests, primarily to reward readers who bought the paper with a little added value.

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

We don't use much radio or TV, but we do put a lot of effort into point of purchase promotion.

Stalberg is editor of the Philadelphia Daily News.