In an article for Strategy, Katie Bailey writes about the new Globe redesign and what it means for both readers and advertisers.
The story notes that the Globe‘s new format opens up advertising to a whole new suite of clients. “We’re positioning ourselves to be a very strong alternative to both the magazine sector and the broadcast sector in catering to that audience,” Andrew Saunders, VP of ad sales, told Strategy.
“The audience to which Saunders refers is an advertisers’ grail: young professionals with enough income to buy swanky consumer goods. A goal of the flashy new redesign, Saunders says, is to build upon last year’s eight percent increase in the Globe’s female audience.
“Catering directly to that crowd will be the new Globe Style section in the Saturday edition. Completely redesigned to resemble a magazine, the new section will drop the more mum-and-dadsy foodie content and focus more on trends and fashion.”
She notes that the “glossy, female-targeted lifestyle pages of weekend sections such as Globe Style are meant to extend the life of the print edition into the coffee table realm of magazines” while the digital strategy aims to lure smart-phone addicts. “With advertising sold in packages across it all,” she writes, “the newspaper confronts the “web dimes for print dollars” conundrum facing major media today.”
Bailey spoke with the Globe‘s Phillip Crawley, who hopes the new look will bring advertiser dollars back to print: an important step, she writes, “because maintaining the kind of newsroom that can pump out three mediums’ worth of content every day is certainly not cheap.”