Arizona Daily Star business editor Tim Steller explained Friday on a blog why the paper covered the opening of In-N-Out Burger so thoroughly.
Steller wrote, “Thereâ€™s a pretty simple answer: Many readers care.
“Yes, it seems irrational. But weâ€™ve discovered from writing about In-N-Outâ€™s plans for Tucson that a sizable group of readers cares intensely about the joint. Most importantly, theyâ€™ve wanted to know: When will it open and where? So, we did our best to tell them, and then to cover it when it happened.
“When In-N-Out opened, hundreds of cars were waiting in the drive-thru line (even running out of gas!), while hundreds more people stood in line. That supported our decision to cover the opening intensely. Weâ€™re not in a position to ignore business news that people care so intensely about. We must cover it, even if it is an irrational phenomenon.
“Some readers have also questioned why we donâ€™t cover local small businesses as intensely. The fact of the matter is, we do cover local small business frequently and deeply. Look at todayâ€™s Business for one example. Look at Sundayâ€™s main story for another example, or go to our small business resource page for more examples. Keep reading Business and see.”
Read more here.