To assure that an
estimated 7,000 newspapers arrived
by 6 AM at New
York's Waldorf-Astoria Hotel, home
to the World Economic Forum from January
31 through February 4 of this year,
'carriers'
from Mitchell's News Service had
to be at the first-floor warehouse
on 37th
Street and 8th Avenue by 2 AM.
"Every
door [at the Waldorf] gets The Earth Times, the Wall
Street Journal, the International Herald Tribune, USA
Today and the Financial Times," said the company's
Vice President, Mitchell Newman, during an interview
on day two of the five-day conference. Throughout the
conference, Newman supervised the publications' delivery
to corporate luminaries, heads of state, diplomats,
business gurus and assorted hangers-on in roughly 1,400
rooms--a laborious task temporarily added to his daily
duties. Newman regularly oversees the distribution
of 150,000 newspapers to low-income housing projects,
major international corporations--and to entities at
every level of prestige in between -throughout Manhattan,
the Bronx and Westchester County. Yet, despite the
ease with which Newman handles the variety of his responsibilities
and the many stresses of his job, he insisted that
the Forum posed a new challenge. "Security is
very tight," he said, resting his head in his
hands. At 10:30 AM he is still awake from the previous
day's work. "It's hard to get through clearance," he
said.
Newman
explained that in order to be cleared to deliver
papers
to the Waldorf, his company's vans
were stopped at a checkpoint a block away from
the hotel on Madison Avenue. "First we had
to drive about three miles an hour over what looked
like a big doormat with lights on it," he
said--a device which enabled security officers
to examine the underside of the vehicle. Then,
he continued, dogs entered and smelled the stacks
of paper and "at least" three or four
personnel with flashlights and mirrors inspected
the cars' interiors. Finally, the vans were admitted
on to the heavily policed Park Avenue and escorted
to the Waldorf, where workers placed each bundle
of newspapers on a security conveyor belt. "We
had hundreds and hundreds [of bundles]," said
Newman.
The
Forum meetings also disabled the easy delivery
of papers to
other venues inside the "gridlock"--the
blocks of midtown Manhattan closed off to traffic
between January 31 and February 4. According to
Newman, the Forum came to town during 'Restaurant
Week' in which multiple high-end restaurants have
$20.02 lunch specials to boost business for 2002.
Many food establishments wanted copies of the Financial
Times, which had an extensive list of participants,
he said. "There are lots of restaurants in
the closed-off area," added Newman, and "We
have to get there really early to wait in line
and go through the security process." Ironically,
Mitchell's News Service, which thrives on door-to-door
delivery, actually began as a general store where
customers used to have to come to purchase newspapers.
The 55-year-old family business started when Newman's
father Alfred--"not the MAD magazine character," Newman
mused--opened a store on the corner of 1st Avenue
and 50th Street in Manhattan. Renowned composer
Irving Berlin, one of the store's "good customers," reportedly
bought eight different papers a day and, according
to Newman, "asked to have someone bring them
to [his apartment] around the corner on Beekman
Place. From there we started as a home delivery
business," Newman said.
In
1979, the Financial Times contacted Mitchell
when Times subscribers
were receiving "Monday's
paper on Wednesday or Thursday" due to the
sluggish pace of regular mail. "Normally,
we'd buy newspapers from the publisher and re-sell
them," Newman said, explaining that the publisher
pays them a delivery fee per newspaper copy. The
company now maintains relationships with hundreds
of different publications such as Variety, Ad Week
and the Wall Street Journal.
The
company's clientèle is equally diverse. "Whether
it's an 85 year-old woman who wants the Sunday
Daily News to read her horoscope, or a large corporation
that needs to make a big business decision, we
make it happen," Newman said. The company
has even branched into bulk beverage and pet food
delivery.
Major
corporate clients range from news networks to
radio stations,
and all have different needs.
To CNN, for example, "we make four newspaper
deliveries starting at midnight," Newman said,
adding that the network receives "hundreds" of
different publications. ABC, meanwhile, is closely
watching Fidel Castro, and "must get the Miami
Herald," which includes comprehensive Castro
coverage, as early as possible. And to appease
morning radio personalities like Don Imus and Howard
Stern, deliverymen from Mitchell's News Service
need to arrive promptly at 4:30 AM. Newman calls
his involvement in the news distribution business "exciting." On
his morning drives to work from his home in Marlboro,
New Jersey, he said, he knows the radio hosts'
news reports come from the papers his company delivered. "If
you listen really closely, you can almost hear
them turning pages," Newman said. "I
take a lot of pride in that."
Commenting
on how business has changed since the World Trade
Center
attacks, Newman said, "After
Sept. 11, newspaper readership skyrocketed. Everybody
wanted to understand what was going on." One
incident in particular highlighted the way in which
local community members rely on him. Newman received
a call from Ms. Hogg, an elderly East Village customer
who, in the past, called Newman repeatedly to complain
that her paper was late, dirty or too far from
the curb. This time, she called to thank him.
"When I opened my door on September 12," she
cried, "I knew we would be OK." Newman
admits that the conversation caused him to reflect
upon his profession. "We're all about freedom
and freedom of the press, and I helped that process
a little bit," he said. At the Waldorf-Astoria,
diplomats attended conferences on global freedom
infused with five newspapers' worth of news. "In
a small way, I have a role to play," Newman
said.
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