Fairfax ‘confident’ in compact weekend editions

Fairfax ‘confident’ in compact weekend editions
SHARE
THIS



Fairfax is “confident” in the move to changeup its weekend editions of The Sydney Morning Herald and The Age to a more compact size.

The changeup, announced at the end of January, follows on from the Monday to Friday editions move to a compact format in March last year.

“While the shape of The Sydney Morning Herald (SMH) and The Age weekend editions will change to a more convenient format, our commitment to quality, independent journalism and providing our readers with a depth of content, will not change,” Allen Williams, Fairfax Media’s Australian publishing media managing director, said.

Apart from the size of the newspapers, the weekend editions will see a few other changes within itself.

The Saturday sport liftout will find a new home at the back of the newspapers where the other liftouts (Domain, Business and MyCareer) will remain the same.

Both the SMH and The Age will now be colour coded to aid reader navigation and the Good Weekend magazine will be redesigned slightly to read ‘Good Weekend’ instead of the former GW logo.

In the SMH PS Private Sydney will move to a double spread at the back of the main newspaper after the news section where it will be joined by Column 8.

The Age’s Life&Style section will also undergo a transformation, relaunching as Spectrum, Fairfax’s national entertainment and lifestyle brand.

In terms of the Sunday editions, The Sunday Age will feature a brand new design for its compact general news section as well as a redesign of the masthead logo.

M Magazine, focusing on Melbourne life, art and culture, will remain after undergoing a complete redesign.

The back page of the newspaper and social pages will now come under the banner of Metro.

The Sunday edition will also feature new sections such as “My Place” where readers share their secret inspiring places, and “The Sunday Explainer” that dissects some of the news stories of that week

“This is about the continued evolution of our products to meet reader expectations and we are very pleased with the look and content of the new compact weekend edition,” Darren Goodsir, The Sydney Morning Herald editor-in-chief, said.

“Our Monday to Friday compact editions have received a lot of positive reader feedback, with many readers actually expecting the change for many years. So we are confident, as long as we still continue to produce our quality, independent journalism, we will still appeal to our readers.”

Following extensive research into consumer insights over the weekends, conducted by GFK in September last year, the research found six key insights that prompted the changeup to the newspapers.

According to the release, the six key insights are:

Weekend reading is about relaxing and is the second most popular weekend activity of our readers (74%), just behind the internet and ahead of watching television

• Weekends provide the opportunity to communicate deeper information with readers, because they have a more open mindset and have the time to learn

• There is a strong emotional attachment to and engagement with Fairfax Media’s weekend papers, with seven in 10 people agreeing that if they miss reading The Sydney

Morning Herald or The Age they feel like ‘something is missing from their weekend’

• 70% of weekend readers say they are thinking about holidays/travel, events/shows and new furniture, whitegoods and cars, giving advertisers the opportunity to influence consumers in the early stages of purchase decision making

• More than eight in 10 people read at least some part of their weekend newspaper before midday giving advertisers the opportunity to use weekend papers to drive in-store traffic or other immediate action over the weekend

• Weekends are when readers are most likely to make purchases such as furniture, whitegoods, hobby and leisure equipment and cars.

Please login with linkedin to comment

Latest News

A young smarty pants ponders the meaning of the universe. It is never too early to be smart.
  • Marketing
  • Partner Content

An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You

With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]

Partner Content

by smrtr

Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Increasing Drivers
  • Marketing

Study: Aussie Shoppers Still Buy On Price, But Emotion & Ethics Increasing Drivers

Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]

PHOTOGRAPH BY NIGEL WRIGHT. 
WRIGHTPHOTO1@MAC.COM

AUSTRALIAN NINJA WARRIOR 5

THIS PICTURE SHOWS: HEAT 2…DARCY ELLISTON









.
  • Media

Sunday TV Wrap: Australian Ninja Warrior Launches To Just Under 800,000 Viewers

Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]

by B&T Magazine

B&T Magazine
DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’
  • Advertising
  • Campaigns

DDB Remedy Launches New Campaign Heart Foundation Campaign ‘Saving Hearts’

The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]

Processed with VSCO with a6 preset
  • Advertising

CHE Proximity Snares Justin Ruben Back From New York For ECD Role

CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]