World Association of Newspapers and News Publishers


Re-powering print

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Re-powering print

As part of a multi-million dollar investment in print a couple of years ago, Canada’s Globe and Mail redesigned both its print newspaper and its website, says Devin Slater, Art Director.

“When doing the redesign, we didn’t want to lose our relationship with our core readers,” Mr. Slater says. “We developed a set of modular formats as well as eight advanced formats for unique eye-catching ads.”

A particular highlight has been the launch of the new Globe Style magazine.

The Globe and Mail has since attracted new readership and 100 new advertisers through increased print capabilities and a full-colour redesign.

He says one reader described the result as appearing “like a paper version of an iPad app.”

And Mr. Slater reports these impressive developments as well:

  •  Six-day readership is up 8 percent.
  •  Online readership is up 24 percent.
  •  Online ad revenue has doubled in 4 years.

“Don’t forget: Your advertising is speaking to your readers as much as your content is,” Mr. Slater says.

As for what’s next for The Globe and Mail, he says: “We’re really investing in video. Video is the fastest growing segment for ad revenue in North America.”

He adds that The Globe and Mail is moving some newsroom resources to video and creating a newsroom studio.

“Video is highly engaging, and there’s more opportunity for creativity,” Mr. Slater says. “Our journalists are becoming good at shooting video as well as becoming more comfortable in front of the camera.”

 


Photographer: Vojtech Marek, www.aktualne.cz


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Author

Brian Veseling's picture

Brian Veseling

Date

2012-03-01 15:16

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About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.


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