All posts tagged advertising

Advertising innovation requires a systematic approach

I feel strongly that innovative solutions for advertisers have to be a part of any news redesign (and it’s often the starting point of my process). Why just move things around or dress them up, when you can improve the financial health of the enterprise? This blog post walks you through how we created a […]

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 […]

Table of Contents pages: WHY?

DISPATCHES FROM THE ASSOCIATION OF ALTERNATIVE NEWSWEEKLIES One bonus of attending a journalism convention is you get to see a ton of samples of fresh papers in one fell swoop. No reader ever sees newspapers this way, but it gives me a chance to think in fresh ways about why and how we do what […]

A new START for Atlanta’s alt weekly

CREATIVE LOAFING REINVENTS, FROM ATTITUDE TO AD INNOVATIONS [June 10, 2010] “Would you describe your paper as more of a lecture, or a conversation?” That was the question I asked Editor Mara Shalhoup, after I was first invited to consult on the redesign of Atlanta’s Creative Loafing – one of the nation’s better known and […]

iPad: questions beyond the tech

I’m as interested as anyone in the journalism world about the prospects for Apple’s iPad tablet to boost the fortunes of the news industry. A lot of hope rides on dreams like the Sports Illustrated prototype (video demo above). My friend Josh Quittner, editor-at-large with Time Inc., was on the development team for that project […]

Newspaper redesign today:
Start at the bottom line

Now is not the time to be closed-minded in our thinking about new ways to generate revenue, and the newspaper redesign process needs to evolve to make this a huge priority, from the absolute starting point of a project (including search for a consultant), not three months after the debut of a new look.

Trib doubletruck delivers “community report”

[THIRD IN A SERIES ON MARKETING NEWSPAPERS] Coincidentally, I picked up today’s newspaper from the porch and saw a front-page promo: “Publisher’s Message: Tribune is committed to our communities,” teasing to a doubletruck house ad inside. Since I had been blogging about newspaper marketing for several days, the timing piqued my interest. It’s more like […]

A “save the newspapers” ad campaign: Marketing gurus respond

[SECOND IN A SERIES ON MARKETING NEWSPAPERS] Updated, with links to promising smaller-market ad campaigns at bottom. Just a day after posting some thoughts about the state of newspaper marketing, along comes the above campaign by The Newspaper Project promoting … appreciation of the printed word. (Click to enlarge.) While I had my own instant […]

Does your newspaper’s marketing suck? Probably

[Samples of marketing campaigns we have produced for client newspapers. Click above to review more.] [FIRST IN A SERIES ON MARKETING NEWSPAPERS] Recently I spoke in San Antonio at a conference for publishers held by The Inland Press Association. During my session titled “Don’t  Just Redesign – REINVENT!”  I included some excerpts from marketing campaigns […]

Relaunching? Time to target The Power of Six

Gone are the days when a publication could skate by with a redesign or a relaunch that was purely cosmetic – new fonts, narrower page width, new logo, maybe new colors for a press upgrade. Maybe it once made sense to “freshen up” just for the sake of doing so, but in the current age, […]