We used to sell two or three copies of the Melbourne Observer, a weekly tabloid newspaper. Now, we’re selling between 60 and 100 copies a week. This jump in sales has occurred in the last two months. It has happened as a result of the product being re-worked to better connect with a specific demographic. It helps that the local talkback station discusses the newspaper regularly on the overnight shift. Melbourne Observer customers are not your usual newspaper customers so we’re seeing some welcome additional traffic.