Names in newspapers

There is a newspaper here in North Carolina that prides itself on having an extraordinarily high penetration level in its market - over 100%, or at least that's what it was a few years ago.

I asked the publisher why and learned that he thinks the secret is how many names are printed in the paper every day, every week, every year. All of those names cement a certain loyalty that stays in place, he says.

As we think about the printed newspaper, I think it is useful to remember the perceived personal value - call it ego if you like - that comes from having one's name in print. Have we thought about that phenomenon enough in terms of how we print newspapers and what we might do a little differently in design, distribution, alerts, etc. that would build on this notion of how much more important the newspaper is when it has your name in it?