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Reinventing the Newspaper,[object Object],Back to the Future,[object Object]
Why newspapers?,[object Object],Major revenue producer,[object Object],They support new products and platforms,[object Object],Deep brand equity or identity,[object Object],83 % say newspapers still relevant   (Feb. 2009, The Rosen Group)  ,[object Object]
How to reinvent?,[object Object],Top to bottom,[object Object],Paper,[object Object],Printing,[object Object],Content,[object Object],Design,[object Object]
Better paper,[object Object],Display excellent photography,[object Object],Present advertising displays better,[object Object],Get rid of the mess,[object Object],An idea: Work with the paper industry to develop new technology and new products,[object Object]
San Francisco’s remake,[object Object],State-of-the-art presses,[object Object],Vivid color,[object Object],Sharper reproduction,[object Object],Compete with imagery of the ‘Net,[object Object]
A bolder look,[object Object],Stunning photography,[object Object],Played across five columns,[object Object],Top third of paper,[object Object],Vivid reproduction,[object Object]
Rethink the content,[object Object],Still institutional-oriented (courts, cops, etc.),[object Object],Are we the prime source of yesterday’s news?,[object Object]
What to cover?,[object Object],What matters to readers?,[object Object],Use the experience, knowledge and skill of the staff,[object Object],They provide narrative, analysis, perspective,[object Object],One idea: go deep on page one with a Story of the Day,[object Object]
Rethink the writing,[object Object],Do away with arm’s length tone,[object Object],Too cold and conventional,[object Object],Engage readers in a more direct way,[object Object]
The Traditional  Paper,[object Object],Arm’s length writing,[object Object],Traditional tone,[object Object]
The Reinvented Paper,[object Object],Engaging headline,[object Object],Engaging lead,[object Object]
Readers as customers,[object Object],Explain the implications of the news,[object Object],Headlines should reflect that,[object Object],Create a lively personality and voice,[object Object]
Some examples,[object Object]
Reinventing the Newspaper

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