................................Re-design is one thing. Re-positioning of a newspaper is a compeletely different thing.
Do you know of any cases, succesful or not? Let me know in the comments field!
Two comes to my mind.
One is the Sun. Started in 1964 it failed to make any impression until it was bought by Rupert Murdoch. By that time Daily Mirror was the biggest selling paper in UK.
But some five years after Murdochs takeover the Sun was Number one, a position which they hold ever since.
How did they do it? There are a few answers which I think holds eternal truth,.
1. Lower costs than the rivals.
2. Copy whatever competitor (Mirror in their case) did well and do it better.
The other one is Swedish Dagens Industri.
It's name translates into Daily Industry, and it was as boring as it sounded.
It was Bi-wekly and aimed at people in the industrial sector.
By tax reasons it was turned into a daily, five days a week. And the nuts and bolts approach was exchanged to concentrate on people and deals. They took a tabloid approach to business journalism.
The result one of the most profitable newspapers in the world. Year in year out,
The lessons here:
1. People prefers to read of people rather that bolts.
2. A tabloidish approach does not always have to be down market.
When you see the Front Pages from the two side by side, as they are on top of this page, it's actually hard to which one is consider the worst tabloid in the world and which is a highly respectable financial daily.
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