FEATURES: Inquirer recoups with rate hike

<p>With the Philippine presidential crisis now resolved, the </p><p>Philippine Daily Inquirer is looking to get back on track, with a 10 per </p><p>cent rate increase introduced on February 1. </p><p><BR><BR> </p><p>Critical reporting during the presidential crisis had boosted the </p><p>Inquirer's sales to 275,000 copies a day, but the subject of its censure </p><p>- and at times, ridicule - also landed a few punches where it hurt. </p><p><BR><BR> </p><p>During the height of the crisis, former President Joseph Estrada had </p><p>ordered 17 government agencies, his cronies and top business allies to </p><p>pull out all advertising in the Inquirer. </p><p><BR><BR> </p><p>The loss to the Inquirer was swift. Between July and November last year, </p><p>the paper's income declined by 30 million pesos (about USdollars </p><p>620,000) a month or 150 million pesos during the five-month ad ban. </p><p><BR><BR> </p><p>But between November and January 2001 - when it became clear that Mr </p><p>Estrada would be forced out of office - many of the Inquirer's </p><p>advertising clients began returning, ignoring the presidential boycott </p><p>order. </p><p><BR><BR> </p><p>The country's largest corporations - the Manila Electric Company, </p><p>Philippine Long Distance Telephone, National Power and major banks, </p><p>including Metropolitan Bank & Trust - all resumed advertising with the </p><p>Inquirer. </p><p><BR><BR> </p><p>Manila Electric vice-president for corporate communications Elpie Cuna </p><p>denied that the company had cancelled advertising with the paper. </p><p><BR><BR> </p><p>"It's just that we had a very limited budget last year. We never pulled </p><p>out." </p><p><BR><BR> </p><p>Meanwhile, the Inquirer's senior vice-president for advertising and </p><p>marketing, Renato Reinoso, confirmed that major accounts were back. </p><p><BR><BR> </p><p>Even taipan Lucio Tan, owner of Philippine Airlines, is said to be </p><p>talking to the Inquirer advertising team, although Mr Reinoso insisted </p><p>that the "Tan issue has nothing to do with Mr Estrada". </p><p><BR><BR> </p><p>Said Mr Reinoso: "Our circulation is going strong and the advertising </p><p>box is good. We are reaching more readers and advertising clients, </p><p>eating the (Manila) Bulletin's market." </p><p><BR><BR> </p>