Relaunch: the time to ask, ‘Why not? What if?’

A few utterances from my presentation for the Association of Alternative Newsweeklies here in Toronto:

  • “Does your paper look like a lecture or a conversation? A press release, or a party?”
  • “Why just redesign? Rethink. Revisit. Reinvent. Not just the look, but what you do, who you serve, and how.”
  • “Why is it that Taquitos and Kate Gosselin are marketed better than newspapers?”
  • “Relaunch: the time to ask, ‘Why not? What if?’ “
  • “I don’t want to blur the lines between advertising and editorial. I want to redraw them.”
  • Always good to quote the inspiring journalistic pioneers who came before you, such as T. Herman Zweibel, Publisher Emeritus of The Onion news-paper, who once headlined a Note to Readers: “This colorful new re-design is for advertisers, not for you.” (A collection of Zweibel’s classic columns can be found here.)

Commercial Message:

I’m now offering special quick-hit “consciousness raising” newsroom visits, of one day to one week, where you can bring me in to shake things up, mediate, critique, cajole, irritate and integrate your staffs, to think in new ways about marketing, revenue generation, brand presence, redesign, spirit, and related topics. Email me at to inquire about how amazingly cheap this can be, or to ask for references from my Creative Loafing pals or others.

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