By: E&P Staff
After a bumpy 2004 marked by circulation misstatements and advertising compensation programs, The Dallas Morning News announced on Tuesday it’s going through an overhaul. The change includes the Metro section, which will now cover four regional zones.
Additionally, the Belo-owned paper is introducing 12 micro-weekly sections called Neighbors featuring the contributions of readers; SchoolDay, a weekly section focused on high school athletes; seven daily lifestyle magazines; and GuideLive, a daily section containing current arts and entertainment news.
“These changes are substantive not just cosmetic,” Jim Moroney, publisher of the Morning News, said in a statement. “We conducted a good deal of research with readers and non-readers alike. These new sections represent fundamental changes in our approach to local news coverage.”
The revamped Metro section is published in four regional editions every Thursday through Sunday, providing readers with 50% to 100% more pages.
In the Neighbors section, readers contribute their own stories, photos, and community news, edited by the Morning News.
The section Texas Living is being replaced with seven daily lifestyle magazines in a tab format. Each magazine focuses on a single theme: Solutions (Monday), HealthyLiving (Tuesday), Taste (Wednesday), Family (Thursday), Home (Friday), F!D Shops (Saturday), and Sunday Life.
To promote the change, the Morning News is launching its largest advertising investment in its history. The campaign, which features the tagline “Live Better Here,” broke on Aug. 15 and includes radio, TV, print, and outdoor.