By: Gilbert Nicholson Weekly Newspaper Is 75 Years Old
(Mediaweek) One of Atlanta's oldest weekly newspapers celebrated its 75th anniversary with a redesign. The Atlanta Jewish Times earlier this month rolled out a new logo, changed font and type sizes, and added several new sections, such as "In the Beginning," to introduce each edition with off-beat, irreverent news and humor.
Publisher Steve Levene is a 16-year veteran of Dow Jones, where he served in advertising sales, marketing and circulation-management positions. Levene says the purpose of the stitched, tabloid-sized weekly news and lifestyle magazine "is to be a source of news and information and unite what is regarded as the fastest-growing Jewish community in the country."
The weekly began in 1925 as the Southern Israelite. Owned by Jewish Renaissance Media, owner of the Detroit Jewish News, the Atlanta Jewish Times has a paid subscription of 25,000, with an average edition running 72 pages. Levene says the company spent "in the mid-five-figure range" to redesign. "It's part of an effort to increase our visibility and make the publication more relevant for readers and advertisers for the next 75 years," he says.
"In Focus" is a new section with local, national and international news about world Jewry. An expanded arts-and-life section includes weekly rotating topics featuring food, sports and health, travel and books.
"The new design is eye-catching, and the flow seems to be easier to follow," says advertiser Cheryl Brackett, co-owner of House Fine Furniture. "The overall look is definitely more upscale."
"Where I grew up [Omaha, Neb.], we had a nice paper, but it had a small-town feel. This newspaper doesn't have that small-town feel," says Chad Polikov, a media buyer/planner for Turner Broadcasting's RET Media, who buys space in AJT for the NBA's Hawks.
Copyright 2000, Editor & Publisher.
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