By: E&P Staff The Atlanta Journal-Constitution has unveiled a redesigned and skinnier 44-inch broadsheet edition.
Beginning today, the Cox Enterprise-owned daily is taking two different approaches with its weekday edition and the Sunday paper. During the weekdays the paper is presented to meet the needs of those looking for speed and efficiency, while the Sunday paper is designed to appeal to those who want to linger over its pages.
"While we believe that a print newspaper will continue to play a role in our readers' lives, we also know that role will continue to change," Julia Wallace, editor of the Atlanta Journal-Constitution, said in a statement. "The way people get information is changing fast, and we will need to continue to adapt. We plan on a continuous discussion between us and our readers."
The paper conducted online and traditional quantitative research and focus group with readers and advertisers to help point the redesign team in the right direction. They found that readers wanted consistent sections and an "easy-to-navigate" paper, along with "balanced" and "transparent" content.
"We'll do this by providing pro/con stories and 'check our sources' references," Wallace said in a statement. "We also will carefully label our opinion pieces so readers don't confuse opinion with news content."
The redesigned paper is offering greater color capability and flexibility in ad positioning.
The AJC launched a marketing campaign with TV, radio, print and online buys.
Yesterday, the Audit Bureau of Circulation released the latest figures for the six months ending March 2009. The AJC lost almost 20% of its daily circulation (based on a Monday-Friday average). But it slashed its discounted and other-paid circulation by 74% and 70%, respectively. Sunday was down 7%.
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