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U-T San Diego Launches New Community Newspaper In Encinitas

The Encinitas Advocate, the ninth community newspaper in U-T San Diego Publisher Doug Manchester's portfolio, began arriving in driveways Friday.

Phyllis Pfeiffer, general manager of U-T Community Press, said the weekly paper will be delivered free to households in Encinitas.

“We’ve been encouraged by local businesses that wanted us to go into Encinitas because they didn’t have a home-delivered product that reaches all the households,” Pfeiffer said. “That’s our model of business — and nothing like that exists in Encinitas."

The paper will give Encinitas residents a choice between two community papers.

The Coast News has been around for more than 25 years but has limited home delivery.

Community papers compete for scarce advertising dollars, but Pfeifer said other communities such as Rancho Santa Fe and La Jolla are able to support two community papers.

In response to the challenge from the Encinitas Advocate, The Coast News newspaper group this week expanded to publish an inland edition that will cover cities along the state Route 78 corridor.

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