The New Paper to get a makeover - Aug 15, 2008 (ST)
The Straits Times / The Business Times News On SPH
The New Paper to get a makeoverIt marks its 20th anniversary with new look, edgier content; revamped paper out on Sunday.
Aug 15, 2008
The Straits Times
THE New Paper (TNP) will be getting a makeover to mark its 20th anniversary.
The revamped daily, which makes its debut on Sunday, is promising a new look, more sports and edgier columns.
'The paper's brand of purposeful and lively journalism...has evolved over the years,' said editor Ivan Fernandez.
'After 20 years, we have acquired a lot of experience. We want everything we cover - local news, lifestyle or sports - to have street-wise edge.'
Advertisers got a sneak peek at the redesign during a dinner last night at Dempsey Hill.
The paper will feature a new masthead, new fonts and a new colour palette. The masthead, though, will retain TNP's iconic tick.
Mr Fernandez said the colour scheme will change every day, giving it a 'chameleon-like look'.
There are also big changes planned for the inside pages.
A new column called Street Talk will provide commentaries on trends, reports on hot-button issues and interviews with movers and shakers.
A Harvard-trained economist will write a twice-weekly column called Boston Brahmin, which will tackle normally dry money-related topics in a punchy and easy-to-digest way.
TNP will also expand coverage of lifestyle issues, entertainment and sports - especially soccer.
The paper's London-based soccer journalist Iain Macintosh will be accompanied by a new voice, Ms Alison Ratcliffe. Also based in Britain, she will bring a women's perspective to the English Premier League.
There will also be a Punter's League where readers can pit their prediction skills against one another and win prizes.
Meanwhile, Mr Fernandez said the newspaper plans to build on its strengths, such as human interest stories. He said TNP aspires to convey information to the man in the street in an interesting way.
TNP's readership is 531,000. Its average circulation this year is 112,386 for the Monday to Saturday editions, and 138,565 for Sunday.
The new Sunday edition will offer a magazine-like lifestyle section titled Enjoy, with robust entertainment and lifestyle coverage.
There will also be a section called Inflation Beaters, which will contain tips on how readers can save on their shopping bills. It will be accompanied by two pages of coupons, offering hundreds of dollars in savings.
The response from guests after the presentation last night was positive. They lauded the vibrancy of TNP's new design and colour palette.
'It is quite funky and has more energy,' said Mr Anthony Kang, president of advertising agency Dentsu Singapore.
'I think it can appeal to the young but, at the same time, its essence will remain just as strong, especially in sports and entertainment.'
Others offered equally glowing reviews.
'I like it! It is very colourful, just like a magazine. The different-coloured mastheads are also interesting,' said Ms Lily Chandia Halim, a product marketing manager from Acer Computer (Singapore).
She added: 'I find the new TNP more comprehensive, especially how the content is arranged in its different sections.'