DAYTONA BEACH, Fla. -- The entire population of the city of Daytona Beach is barely over 61,000.
So how does the Daytona Beach News-Journal make such a bold claim that last year's attendance at the Rolex 24 at Daytona International Speedway was at a minimum 60,000 and as high as 80,000?
In its story, headlined, "DIS president: Speedway using 2012 Rolex 24 for momentum for 2013," the News-Journal wrote in part: "Media officials estimated 60,000 to 80,000 people attended last year's race, by far the most-attended Rolex ever.
While the Speedway doesn't release attendance figures, Chitwood said he expects the Speedway will see the same attendance figures this year. Hoteliers across Volusia and Flagler counties are already predicting most rooms will be sold out through the weekend."
The Chitwood the newspaper refers to is not Daytona Beach Police Chief Michael Chitwood, known for his outlandish comments and name calling, but rather Joie Chitwood, president of Daytona International Speedway and no relation to the city's top cop.
Headline Surfer could not find any media references online that puts attendance for the 2012 Rolex at the figures cited by the News-Journal. But at least one online media source cites the News-Journal as being the provider of attendance for the Rolex.
The LastTurnClub.com, stated: The Daytona Beach News-Journal put the 'media consensus' attendance at 50,000 for the Saturday afternoon start."
The LastTurnClub.com, stated: The Daytona Beach News-Journal put the 'media consensus' attendance at 50,000 for the Saturday afternoon start."
Daytona Beach's population, according to the 2010 census was 61,005 people, but that's not stopping the News-Journal from hyping the race.
When the new ownership of the News-Journal, headed by Michael Redding bought it in a federal court-supervised fire sale two-plus years ago for a mere $20 million, the newspaper boasted a so-called marketing agreement with DIS, with financial terms not disclosed.
Until recently, the News-Journal even had a banner promo line on its online edition that identified itself as the "official newspaper of Daytona International Speedway."