I have done research regarding the strategy in terms of design and other tactics adopted by newspapers around the world

1. Case Study
Strategies adopted by the
newspapers around the world to
strengthen their position in the
market
Presented by jasmeet.warraich@gmail.com

2. Market Scenario
From time to time newspaper publishers are faced with the challenge of
sustaining their brand as credible sources of information and a
premier advertising medium.

3. How they achieve it?
The newspaper may adopt any of the following means:
- Revamping newspaper design in terms of layout, typography, colours etc
- Re-branding exercise to make newspaper look contemporary
- Pick up any social cause to promote the newspaper, which has relevance
with current issues in the society

4. CASE STUDY 1
The Morning Call is a daily newspaper based
in Allentown, Pennsylvania, in the United States.

5. 1. USE A VOUCHER
The idea is low cost. A proven, efficient format. Easy to print, produce, and mail.
This voucher is a two-part, folded form.
Each part measures 3-1/2″ x 8-1/2″. There’s a perf on the fold.
It prints both sides using spot colors.

7. 2. LEVERAGING THE VALUE OF CONTENT
Research shows readers buy newspapers as much for the price-off coupons as for
they do for the local coverage. So The Morning Call promoted the value of both.
Readers mostly ignore state and national and world coverage.
Hence The morning call focused instead on close-to-home interests such as
- Gardening
- Parenting
- Weddings
- Clubs
- Real estate sales
- Community news and such.

9. 3. CREATED LOW COST , ENTRY LEVEL PRICE:
Almost everyone can afford $1.00. Try to create an offer priced that low, even if only
for your Sunday paper. Even better: 99¢

11. 4. OFFERED FREE GIFTS ALONG SUBSCRIPTION:
New subscribers expect a reward. Gifts make a dramatic difference in response, and
more often than not pay for themselves in additional orders.
If you do not have the budget to offer everyone a desirable something, then offer
everyone who responds a chance to win a prize drawing with a high intrinsic value.

13. CASE STUDY 2

14. The only newspaper is India to adopt
Berliner format
The Berliner format is slightly taller and marginally wider than
the tabloid/compact format; and is both narrower and shorter
than the broadsheet format.

15. The effort at Mint, a business paper from Hindustan Times in association with
The Wall Street Journal, has been to bring clarity through every aspect of the
newspaper –
- The experienced Editorial team
- The unbiased and credible analysis
- The exclusive WSJ partnership
- The path breaking design
- The rich reproduction
- It relies on significant typography and elegant graphic highlights to visually
divide the content.

16. A very neat and clean layout as compared to all other financial newspapers in India

17. Result:
Launched in 2007
Within four years Mint has over two lac readers make Mint a strong No. 2 player
25 percent readership share in the key markets of Delhi, Mumbai and
Bangalore.
With editions in Kolkata, Chennai, Chandigarh, Pune and Ahmadabad it reaches
the who’s who of corporate India nationally

18. CASE STUDY 3
(Marathi)

19. Lokmat Media unveils a refreshing look for Marathi newspaper ‘Lokmat’ May 2011
Objective:
To strengthen its position further in the Market

20. Old New

21. The changes in the pages include
- Shorter stories
- A Maharashtra centre-spread with zonal news
- Statistics where-ever possible
- A discussion forum -- Khuli Charcha -- to integrate and converge with the online
website.
- The sports page will also focus on local sports and inter-school tournaments.

22. Layout changes:
- Redesign is contemporary and elegant
- The newspaper is easily navigable
- A defined colour palette makes the pages more attractive and disciplined

23. CASE STUDY 4
Lokmat Samachar

24. Lokmat Samachar, the Hindi daily from
the stable of Lokmat Media, has
undergone a revamp.
The new look for Lokmat Samachar was
unveiled on August 15 2011 across
Nagpur
Kolhapur
Aurangabad
Akola
Jalgaon.
This is the first time that the daily has
changed its look since its launch in 1989.

25. Old New

26. The new identity of LokmatSamachar boasts of
-A new design
-Easily navigable content
- A colourful layout.
According to the company, the new version aims to :
'educate, inform and entertain' its consumers.

27. CASE STUDY 5
Rajasthan Patrika

28. Rajasthan Patrika, the Rajasthan-based Hindi daily, has undergone cosmetic changes
to attract young readers.
The design change had been done to re-position the daily as per the tastes and
preferences of Sec A and B.
The change had been carried out across all editions of the newspaper.

29. Teaser Ad

30. New Look:
The new layout has an urban, youthful feel,
and is contemporary in design.
The news pages have been re-designed,
keeping in mind :
- Eye movement
- Essential elements have been highlighted
using a news hierarchy
- Non-priority items have been eliminated

31. CASE STUDY 6
The Guardian, a London (UK) daily,

32. Overview:
The Guardian, a London (UK) daily, provides an excellent example of how a
new layout can positively impact readership and revenues.
Rather than copy its two chief rivals, which converted from Broadsheets to
Tabloids, The Guardian went to the even smaller Berliner.
That inspired a bold redesign that features updated typography and takes
advantage of new capabilities to provide colour throughout.
The result was more vivid colours and blocks without sacrificing legibility and
sharpness of presentation.

33. Before After

34. Result:
Following these changes,
The Guardian saw an incredible increase in its circulation of
40 percent on the first day of introduction
30 percent during the first week
14 percent readership in the year following the new layout.

35. CASE STUDY 7
Expresso, the leading national
weekend newspaper in Portugal,

36. Expresso did a complete
redesign that was
- Fresh
-Provocative
- Smart and easy to read.
It incorporated
- Rich colours
- Clean grid-based layout
- Concise typography.

37. Expresso: with rich colors, clean grid-based
layout and concise typography.
Notice how the colors are applied and how
the content is separated

38. Result:
One year later Expresso sold 9.1 percent more paid copies than the
prior year
Advertising was up 3.9 percent and the newspaper now has more
young readers than any other Portuguese newspaper.

39. CASE STUDY 8
Hindustan Times – new look
Unveiled in 2009

40. Objective:
It tries to cement its place as the
market leader in New Delhi
To become the fastest growing
English-language daily across India.
New look:
- More use of colour
- New layouts and typefaces
- A new line-up of features and
columnists,

41. Old Look New Look
Kindly note now they write name in small caps

42. hindustan times
started with giving
Crux of each articles.
It was aimed for the
people who prefer to
scan through the
morning newspaper.
This feature makes
Hindustan times stands
Apart from TOI

43. Result:
It has maintained No. I position in Delhi, and is one of the fastest growing No. 2
newspapers in other metro cities.

44. CASE STUDY 9
The New York Times

45. Old Designs:
Six-grid Broadsheet
Challenge:
They wanted to include more content
without compromising much with the
size of the newspaper.

46. New Designs:
By using a 5-column grid, the space was more effectively utilized.
Result:
The overall size of the newspaper was shrunk by about 10% and was able to fit
about 10% more text than that of the original layout. newspaper

47. CASE STUDY 10
Dainik Bhaskar
Promoting newspaper through social cause

52. Editorial – 23 days campaign

54. ON GROUND PARTICIPATIVE INITIATIVE

63. Award Winning
Newspaper Designs

64. CASE STUDY 11
The Hindu
launches monthly luxury tabloid –
'Watches, Luxury & Beyond'

65. Watches, Luxury & Beyond, the monthly
offering will be published on the last
Saturday of every month.
It will be distributed across seven markets
along with The Hindu and Business Line.
Brands such as
Breguet, Omega, Versace, Victorinox,
Mercedes and Classic Collection from GRT
have already come on board as advertisers.

66. The pullout is targeted at
- High net worth individuals
-Corporate managers
-Discerning buyers
It aims to be a one-stop shop for information on the finer things in life.

67. El Economista (Madrid, Spain)

68. El Economista uses a very traditional, subtle
and unique newspaper layout.
Notice how well the typography reflects the
weight of single articles.
Infographics support the content and
headlines are surrounded by huge amount of
whitespace.

69. Inside pages

70. Äripäev (Tallinn, Estonia)

71. Äripäev‘s signature is the heavy use of
typography.
The packaging is always clean, simple to digest
and easy to read.
Grey and red are applied carefully and
sparingly.

72. Inside pages

73. De Morgen (Belgium)

74. De Morgen focuses on attractive packaging
and a visually appealing layout.
Vivid colors offer readers more eye-candy.
Clearly separate quotations from the overall
article.
Headlines are centered, background-colors
differ from page to page.

75. Inside pages

76. Politiken (Copenhagen, Denmark)

77. Politiken has a very eye-pleasing, legible layout
with soft, neutral colors.
Notice the clean horizontal packaging on the
right-hand side image below.
The sharpness of typography is breathtaking.

78. Inside Pages

79. The Rzeczpospolita (Warsaw, Poland)

80. The Rzeczpospolita displays its conservatism
in a traditional, conservative layout.
No fancy images, no vivid background colors
in use.
The content dominates and helps the layout
to gain a rather traditional look.

81. Inside Pages

82. Le Monde (Paris, France)

83. Le Monde presents
A mix of colorful infographics
Solid typography
Professional content…

84. Inside Pages

85. Dubai Express (Dubai, United Arab Emirates)

86. Dubai Express is another example of
colorful yet legible layout design.
The layout has 10 colors on one single
page, used in different contexts in
different colors.
Note the sharpness of typography and
use of capital letters on the front page.
In this case color is definitely appropriate
as the newspaper’s main topic is
entertainment

87. Inside Pages

88. Thank You