The Sunday times Redesign
Readership is set to ascend upon The Sunday Times’ recent move to redesign itself. News International, its parent company, has invested £650m for the redesign.
For the first time in its 186-year existence, this popular UK newspaper will be fully colored. Management probably realized that a dearth of color would hold the paper back in the race with television and emerging media.
Color aside, the paper will put on a new masthead. All texts will be in a new bespoke typeface, called Sunday Times Modern. Al Trivino, News International art director, was at the helm of the redesign.
Not any less pleasing is the content itself. As connoted by its latest slogan, “For all you are,” The Sunday Times likes to think it has a multi-faceted audience, from culture vultures to sports fanatics. On top of 12 sections, the paper will add features like “Little Britain” and “Blog of the Week.”
News International’s investment also funds the establishment of new presses, which will allow the Sunday Times to be printed in two runs every Saturday.
Featuring actor Peter O’Toole, the brand marketing campaign alone requires £3m. It is the first major marketing campaign undertaken by News International in nine years. Last time it did, it declared, “The Sunday Times is the Sunday Papers”.
Peter O’Toole must have a great talent fee, in that £3m is quite an amount to lavish on newspaper marketing campaigns. But then again, spending is an unavoidable recourse for a newspaper to stay relevant in the digital era.
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