By: E&P Staff
Chicago Free Press, a gay-oriented weekly, launches a redesign with a new, more compact size with its Wednesday issue.
At 10-by-13.125-inches, the redesigned Free Press is significantly narrower than its previous tabloid size, and a little shorter.
The size change combined with a redesign that emphasizes big graphics and color is intended to differentiate the weekly from other Chicago media targeting the gay, lesbian, bisexual, and transgender audience, Marketing Director Tom Nedoba said in a telephone interview.
“We’re trying to break the mold of what it is to be a GLBT paper,” he said.
The size change is part of that effort to grab attention, he added.
“When [Managing Editor] Louis Weisberg came back to the paper, he said that he would hear people talking about stories that were in the Free Press, but they couldn?t remember where they read them,” Nedoba said.
The Free Press is shrinking more dramatically the Free Time section, its version of the racier club/society pages pull-out section that is common in newspapers for a local GLBT audience.
“The clubs love it, and they said, what if [its size] were something that people could just stick in their back pocket,” Nedoba said.
Editorially, there will be more arts and entertainment coverage with more previews, he said.
“We’ve always had strong local national and political news,” Nedoba said. “Now, there will be more ‘think pieces,’ giving the story behind the story, and making local connections with national stories.”