A regional daily has been relaunched with a “more modern, contemporary look” along with a 10p cover price increase.
The new-look Leicester Mercury went on sale yesterday after the revamp, which was overseen by recently-appointed editor Kevin Booth.
Kevin, who took over as editor of the Local World title last autumn after moving from the Burton Mail, said the changes had been partly designed to address a perception that that early-week editions of the paper did not represent value for money.
As a result extra content and pagination has been added, along with colour-coded sections and “less cluttered” layouts.
Other changes see a a new women’s section on Mondays and a Tuesday pull-out showcasing readers’ photographs called ‘YOU’ also feature.
And sports coverage has been extended, including a new series entitled ‘The Secret Leicester City footballer’, which features an anonymous ex-player divulging tales of his time at the club.
The new-look Leicester Mercury which hit the streets yesterday
In spite of the price rise, a direct debit offer will give a 20pc saving to regular readers.
Kevin worked on the redesign with freelance designer Chris Parker and the resulting changes have been based on audience research.
Said Kevin: “When I arrived here in September I had a clear vision of where I wanted to position the paper and the changes I thought needed making.
“I worked with Chris to develop a more modern, contemporary look that is brighter and, through the use of content segments, easier for the reader to navigate.
“It was crucial we tackled the perception that early week editions didn’t represent value for money and, to accomplish that, have added extra content and pagination.
“I’d like to thank staff who helped to implement the changes to content and design, including those who volunteered to come into the office on Sunday to see off the first edition. I’m delighted with the end result.”
The previous Mercury design from a 2012 edition
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Volunteered to come in on a Sunday.
I bet they did with a new editor to impress!
No doubt extra staff taken on for that extra copy.
Good luck to staff though.
At least some reader research seems to have been done.
Not always case with some papers!
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Who do these papers think they are kidding, do they think they are selling something amazing, no yesterdays news, that is soooooooo out of date it is unbelievable with social medias fast paced news delivery service.
Its has come down to money grabbing directors who really do think the public are just stupid…..
I give this six /eight months, sorry everyone, local newspapers unless given out for free are dead.
I have a very good I idea, I have worked for several and still do for the last 22 years.
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At the risk of going against accepted HTFP policy of moaning about everything, I think this looks quite nice.
I’m not sure that women need their own special section – feels a tad condescending – but aside from that it seems an improvement.
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I think PJ Robbo needs a good sub…
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Like the new look but fear the 10p increase will hit sales.
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Now, a 10p price cut and a more old-fashioned look and they could be on to something.
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Ghastly front page. All old hat. Everybody knows what a car crash looks like. Why do we have to make a spectacle of such a dreadful thing?
It’s like regional papers revel in tragedy. Probably without realising it.
I can hear all the old journos (in their tin hats and gas masks) saying: “Well, that’s what news is!”
But I know lots of people now who won’t buy their local daily shock horror because of the way news like this is treated. Could that be partly responsible for the circulation declines?
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Nice and clean below the masthead, but the blurb needs simplifying, in my opinion. Early days though. Hope sales are not lost due to the price increase; it is certainly an improvement.
PJ Robbo needs more than a good sub. May I ask what area of the industry have you worked in for the last 22 years?
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PJ may not be a wordsmith but he is entitled to his opinion.
Newspaper buyers are generally not interested in design.
The problem is telling people they are getting an improved product but will have to pay extra just doesn’t work. I hope the sales don’t suffer but they usually do.
Good luck, I think it looks smart.
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I like it (is that allowed???).
PJ Robbo, why do you come on here? You are just going to whinge!
I can picture your day now:
1. Wake up
2. Think how great things used to be
3. Go out and buy a paper. Criticise everything in it, and think ‘it used to be better in my day’
4. Spend your daily 10 mins wondering why you were made redundant, despite the fact you immaculately subbed two pages every day
5. Go and prop the bar up in the pub, taking time to criticise ‘the youth of today’, ‘these new-fangled tills’ and ‘girls wearing next-to-nowt.’
Surely you get bored of trolling, and criticising an editor who is trying to make changes to his paper, as he is paid to do…
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At least they have made the web address visable at last – good luck to everyone hope it goes down well,
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P J Robbo; It seems churlish not to point out that the new design is actually pretty damn good. Are you really suggesting that we just shut all newspapers when that is where the revenue (albeit dwindling) comes from. It is a perfectly reasonable strategy to manage the decline of print as effectively as possible while striving to deliver news in every other online platform that we can. Ultimately readers/users will decide – not you or any so-called expert.
On the subject of social media, not everyone wants to get their news content from that medium because unfortunately the news is appended by comments and vitriol from Neanderthal idiots who can barely spell or write a sentence without the need to swear like a f*****g trooper
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I remember the big re-design about a decade ago. That was a chance for some people to feel very important and cost a fortune. Presume it was done in-house this time
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If digital first is so vital why revamp a paper?
Wish it luck though and all those on board.
Maybe print ain’t dead?
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I like that. I must be going soft in my old age.
Good luck to the Mercury team – the paper has always been a decent read, hope the changes make it a must-read.
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Reporting a 10p price rise lacks context, as you don’t say what the price is (or was).
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Ah the old relaunch idea eh. Always loses readers alas – always. You never gain any more and can only annoy those who already buy it. Sad but true (from someone who’s been through more than a few).
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The big question is: is this what the readers want it – and will they pay for it?
Best wishes to all who are involved.
Print is alive and kicking – it just isn’t kicking hard enough!
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Wearing my sub’s hat, I quite like the new look. However, I think Mr Biggs on the Oadby omnibus is more likely to notice the price increase.
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I was the cleaner, now I’m an editor!
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Confused need only look closely at the new front page image to see the cover price is now 60p – a 20 per cent increase, hence the 20 per cent discount to loyal readers. Interestingly the old image illustrated with the HTFP story (a March 2012 edition) had the cover price at 40p. So there’s been a 50 per cent hike in cover price in the less than three years. What other industry would show those staggering inflationary increases – and for the advertiser a diminshing return with sales down nearly 80 per cent to 35,000 (Jan-June 2014 ABC) against 157,000 in 1986. One crumb of comfort though, deflation is a hot news topic of the moment.
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Confused: “Reporting a 10p price rise lacks context, as you don’t say what the price is (or was)”.
Come on, you remember when you used to buy a newspaper, what did it have on the front-page, somewhere near the top?
And you know from infants’ school how to do taking-aways
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Looks good. All the best to you and newspapers everywhere.
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