While many newspapers across the United States trim sections and reduce pages, The Dallas Morning News is taking the opposite route - launching a new print product.

The new publication, titled "Briefing," is a free 16-page broadsheet, which will be home-delivered to non-subscribers of the Morning News every Wednesday through Saturday starting on Aug. 27, Editor & Publisher reported.

The plan is targeted to adults between age 25 to 49, skewing toward women. By 6 a.m., 200,000 copies will be distributed in the core Dallas market to households with annual incomes of more than $75,000.

“The product is a unique edition of the Dallas Morning News,” said President and General Manager John McKeon, according to E&P..

"Briefing" will only be one section. The company found from research that these elusive readers have no interest in an edition bigger than the Morning News' A section. Thus, the stories will be shorter, and the free edition will also use maps extensively to pinpoint where stories are taking place, E&P reported.

With the broadsheet format, the Morning News advertisers will be able to place the ads in Briefing for an incremental cost, according to the publisher. “Of course, we expect to attract new advertisers as well,” the company stated.

“We think we can make your ads work harder for you in the print product,” said McKeon.

Households receiving Briefing can choose to opt out of delivery, E&P reported.