b to Become a 'Free Weekly'

b, the free tabloid published by The Baltimore Sun, is cutting back from publishing five days a week to every Wednesday, according to an email obtained by Patch that was written by Tim Ryan, the newspaper's publisher.

Starting July 13, b will become a weekly and the company will relaunch its website, according to the email sent on Wednesday. Ryan could not be reached for comment late on Wednesday.

“Since its inception, b free daily has brought many benefits to [Baltimore Sun Media Group]. Most important, it reaches and engages readers in their 20s and 30s that other publications do not. We have established a new brand that has evolved over the past three years,” Ryan wrote in the email. "That evolution will continue as, starting July 13, b begins publishing one large weekly issue every Wednesday instead of five issues."

Another free weekly newspaper published on Wednesdays is the Baltimore City Paper.

But City Paper publisher Don Farley was unfazed by the news.

"Obviously cutting [b] back to one issue is admitting it's a failure," Farley said.

“I mean, who’s going to start the daily conversation?” he added, mocking a slogan used to promote b.

Here's Ryan's email in its entirety: 

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From: Ryan, Tim 
Sent: Wednesday, June 29, 2011 9:45 AM
Subject: b and bthesite.com 

To BSMG employees:

Since its inception, b free daily has brought many benefits to BSMG. Most important, it reaches and engages readers in their 20s and 30s that other publications do not. We have established a new brand that has evolved over the past three years. 

That evolution will continue as, starting July 13, b begins publishing one large weekly issue every Wednesday instead of five issues, and bthesite.com relaunches as a 24/7 Baltimore-focused website covering news, entertainment and pop culture.

This move acknowledges younger consumers’ media habits—they go online repeatedly throughout the day. Leading up to the weekend, they invest more time looking for information in print and planning their free time. Changing our format better aligns with their routines.

bthesite.com, along with social media outreach, will provide the strong daily digital content needed to ensure that we engage with current readers consistently and continue to attract new ones. Broader opportunities for user-generated content will motivate readers and reinforce b’s relevance and importance in their lives.

Thanks to everyone who has helped grow the b brand over the past three years and who will make sure b and bthesite.comcontinue to thrive as Baltimore’s best free weekly and robust website for Baltimore’s young professionals.

Tim