Trinity Mirror says it has “thrown out the design rule book” with a radical revamp of one of its free weeklies in the North West.
The Oldham Advertiser has undergone a total redesign with a poster-style front page and a digest of the week’s major stories on page three.
In a news release, the company said the changes represented “a new approach to producing weekly newspapers.”
It said the paper had been redesigned with “a bold, forward-thinking approach aimed to attract a new generation of readers and advertisers.”
The new design was created by Spencer Rowbotham, head of creative for Trinity Mirror Regionals, and Justin Connolly, senior designer at the Manchester Evening News.
The Advertiser, which read by an average of 85,000 people, now carries what the company says are “shorter, punchier” page leads with an increased story count and new community-focused pages.
Stories are presented in a “brighter, simpler, easier-to-read format”, and images are given “a better chance to make an impact.”
Editor Bethan Dorsett said: “We’ve very excited about the new look Advertiser. We’ll still be carrying all the news from around our community but with a fresh twist.
“We aim to make the Advertiser the essential guide to the week ahead with an emphasis on the wonderful characters that make our town tick.
“I firmly believe that we are merely custodians of the Advertiser and its true owners are our readers.
“As such, we’ll be making a fresh appeal to our readers to tell us about their news, views and celebrations and we’ll be making it easier than ever before for readers to get in touch with us.”
Added Rob: “The focus of the content is on the communities of Oldham. This is their paper and they have a chance to play a bigger part in helping us decide what we publish in terms of news and views.
“As for the design, we have thrown away the rule book for newspaper design and embraced many ideas from other forms of print media plus lots of ideas of our own. It is set to change the way we look at newspapers.”
Regional managing director Steve Anderson Dixon said: “We wanted to take a more radical and unconventional approach in design, presentation and content.
“I’m confident that our readers will love it and our advertisers will be thrilled with the changes.”