We know that more and more people are getting their information in a digital format. But we also know that many still love and enjoy reading a newspaper.

Nearly two years ago, we set out to chart a course for the future. As information habits changed and more of our print audience shifted to the Internet, we knew the status quo was not an option. A struggling economy only added to the challenge before us.

We thought the best answers would come from our readers. We talked to thousands of them. They guided us to the new product you’re holding in your hands today.

This daily newspaper is one designed for newspaper readers. For years our industry has chased those elusive nonreaders. Our market research led us down a different path. What we’d have to do to win over those nonreaders risked driving away our core readers. We believe we can thrive by increasing the satisfaction of those who already engage with us regularly. So … you see a newspaper that looks and reads very much like a newspaper.

We’ve invested millions in press upgrades, more color and a more newsy, sophisticated look. We hired an award-winning design firm, Lacava Design, from Montreal to help us create a newspaper that is easy to use and filled with information.

Also along the way, we found ways to do things more efficiently. Our reader feedback proved valuable when economic necessities forced us to scale back plans and coverage. It was our readers who helped us set priorities for what to keep and what could be sacrificed.

We’ve already rolled out most of the content changes the last few months. Today’s print redesign is the culmination of a lot of hard, sometimes painful work that at its heart reflects the optimism and dedication to a long and prosperous future in this community.

We’d like to hear what you have to say about our new look. Please join the discussion at http://blogs.ajc.com/ajc/.

Newspaper involves thousands of readers in redesign process

ATLANTA, April 28 /PRNewswire/ -- Today, The Atlanta Journal-Constitution (AJC) debuts its newly redesigned newspaper. The redesign, which is based on feedback from thousands of readers and hundreds of advertisers, integrates the need to have the newspaper look like a newspaper but updated with a fresh look, more color and new features.

In addition to the new look and features, the newspaper will now be printed on 44 inch broadsheet paper, resulting in a slightly narrower page. Although, the most obvious change may be the physical size of the paper and the design, the redesign also focuses on other needs of readers.

Readers engage with the newspaper differently during the week than they do on Sunday. The redesign reflects this by offering a quick and efficient read during the week that gets readers up to speed on the day's news, while on Sunday, taking a more leisurely approach emphasizing the "why" behind the news.

What's truly unique about the AJC approach to reader engagement is ongoing, real time qualitative research with an online community of key audience groups. The AJC also conducted traditional quantitative research, segmentation studies and held focus groups.

Editor of the AJC, Julia Wallace said, "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. 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 - listening, learning from them, changing and then starting the listening cycle over."

Readers also want an easy-to-navigate newspaper with consistent sectioning and anchored features. Recent enhancements to press equipment offer more color options, which will be used as a navigational tool throughout the newspaper, as well as allow for consistent arrangement of sections.

Beyond layout of the newspaper, readers are also concerned with content being balanced and transparent. Wallace adds, "Readers want us to be transparent in our coverage as well as know the 'why' and the 'how' behind a story. We'll do this by providing pro/con stories and "check our sources" references. We also will carefully label our opinion pieces so readers don't confuse opinion with news content."

Taking a holistic approach to the redesign, the AJC also listened closely to advertisers and gained valuable insight into providing better advertising solutions. The new design offers advertisers greater color capability and flexibility in ad positions. The redesign also increases engagement with readers while increasing usability and readability.

Online community participant and Lawrenceville resident, Kristofer Killian was one of the readers who helped shape the newly designed paper, "The AJC is committed to its mission of serving news to its readers," said Killian. Killian adds, "They took a considerable amount of time planning, testing, and implementing the changes. Before releasing the new paper, the AJC, in a collaborative effort, ultimately looked to its own customers and readers for feedback and suggestions on proposed changes."

Although the redesign is threaded through the daily edition, the marketing campaign focuses on the unique readership habits of the Sunday product and celebrates the ritualistic experience of the Sunday newspaper. The redesign is supported by a multi-media campaign, including targeted as well as mass channels such as, TV, radio, print, and online. The newspaper will also focus on event partnership opportunities as well as point-of-purchase and single copy initiatives to drive the purchase of the newspaper, especially on Sunday. In addition, a robust direct marketing campaign will target non-subscribers, while a microsite was built as a creative approach to explain the changes and build retention among existing subscribers.

"It's critical that we provide a strong platform for our advertisers, invest in our brand and continue to engage with our readers," said Amy Chown, VP of Marketing. Chown added, "We've done extensive research and know our target market, and our efforts are designed to gain acceptance within our loyal readers while increasing readership frequency with occasional readers."

This is the most comprehensive redesign the AJC has undertaken. The printed newspaper is the flagship of the AJC's distinct multi-media platform of digital, print and direct marketing solutions.

About The Atlanta Journal-Constitution

The Atlanta Journal-Constitution is the leading source -- both in print and online -- of news, information and advertising for metropolitan Atlanta, reaching a total print and online audience of nearly 2.2 million people each week. Every month, more than 2.2 million unique visitors access the newspaper's Web sites, including ajc.com and accessAtlanta.com. The Atlanta Journal-Constitution is owned by Cox Enterprises, Inc., one of the nation's leading media companies and providers of automotive services.

In the April edition of PressTime, the flagship publication of the Newspaper Association of America, AJC Media Solutions is applauded for embracing a cross-platform approach in offering marketing solutions to advertisers.

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