Cumberland Courier Newspapers rebrands to NewsLocal, revamps stable of 20 titles
Sydney and Central Coast publisher Cumberland Courier Newspapers is undergoing a major rebranding exercise.
The publisher of 20 titles including Manly Daily and Wentworth Courier has changed its name to NewsLocal – and every newspaper in the stable is to relaunch with a different masthead, refreshed content and colour coded sections.
The newspapers are also set to take on a different editorial focus to “reflect a strong sense of community”, according NewsLocal’s editor-in-chief Bob Osburn.
The move came about as a result of reader and advertiser research, conducted by Banjo Advertising, which included 2000 conversations with readers and advertisers, including 35 in-depth interviews.
2,000 conversations and 35 in-depth interviews and they came up with…………(drum roll)…….’LOCAL’.
Wow, what an insight.
Exactly what did all the Cumberland/Courier management think they were delivering and who had they been talking to? International? National? Regional?
I’m dumbfounded they required research to discover this truth.
In response to “Who Me Bitter?”
‘LOCAL’ is not all Cumberland came up with.
The insights helped Cumberland…:
(1) identifiy different reader segments by usage & habit, instead of tired and one dimensional age & income measurements
(2) prioritise content according to what people what from local media to make the most of life in their communities
(3) refine design elements to cater to different user groups. eg. navigability & easy info-graphics to engage and inform page turning browsers who have less time to read multiple paragraphs (but still value local media).
Oh, come on guys. I publish truly local community newspapers. Nice to see Rupert catching up with us. Not a bad effort – but local? Only if you live round the corner from their central subbing team.
Hi what is the cost for a half page real estate add in your news paper and what areas do you cover in NSW