• by Erik Sass  @eriksass1, June 11, 2007

The McClatchy company is adopting Parade as the Sunday magazine for all 31 of its daily newspapers, as well as two non-dailies. That move effectively ups Parade's total newspaper distribution partners to almost 400 publications, with a circulation of 32 million.

The announcement is a major gain for Parade, coming soon after one of its major competitors in the newspaper supplement category, Life magazine, was closed by parent company Time Inc.

Already carried by some major McClatchy properties, including the Sacramento Bee, Charlotte Observer, Fort Worth Star-Telegram and the Miami Herald, Parade is expanding its distribution to include the Idaho Statesman, in Boise, the Olathe News in Kansas, the Merced Sun-Star in California, the Bellingham Herald in Washington, the Herald in Rock Hill, S.C., and the Olympian in Olympia, Wash.

It will also be carried in the Chapel Hill News, distributed twice a week, and the once-weekly Durham News in North Carolina.

The demise of Life magazine opened up major new markets for newspaper-distributed magazines, a category shared by USA Weekend, Parade, American Profile, West and Relish.

While USA Weekend, Parade and Life magazine have battled to dominate "AB" markets, American Profile and sister publication Relish have made big gains over the last couple years by targeting underserved "CD" markets, including small towns and rural areas where daily newspapers have been less threatened by the rise of the Internet.