'Bakersfield Californian' Readies for Tabloid Conversion

By: E&P Staff The Bakersfield Californian is converting its weekday edition to a tabloid beginning Aug. 17. The Saturday and Sunday editions will maintain a broadsheet format.

"Although the new weekday Californian will be more compact than the broadsheet format we currently offer Monday through Friday, we are not taking anything away," Richard Beene, president and CEO of the Californian, said in a statement. "To the contrary, through months of research, we have carefully considered what we believe will make for a richer and more enjoyable experience for our readers, improving upon our content and packaging."

The paper is going to emphasize local content based on community conversations and local opinion, according to focus groups conducted about the change. Additionally, readers said they wanted to see local news in the same fixed location every day. The tabloid edition will have color capability on every page, a "cleaner layout" and a revamped obituary page.

The Californian is rolling out several new premium ad positions and classifieds with color-coding. The prototype has a coupon running on the Front Page.

Read more at here at Fitz & Jen.


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