NewsLocal rebrands and introduces specialist sections in attempt to retain readers
NewsLocal introduced a new look today which sees News Corp’s local newspaper division attempt to retain readers by introducing more specialist content, such as food, education and parenting, into local news.
The rebrand has seen a new logo, colour scheme and page layouts, with NewsLocal’s 20 community mastheads set to receive revamped and refreshed sections including Food and Drink, Homes, Pets, Education and Parenting.
It is the first major refresh of NewsLocal since it rebranded as NewsLocal from Cumberland Courier Newspapers in 2011.
According to NewsLocal, the rebrand and the introduction of new sections is based on consumer research which revealed local papers are still the main source of local news and information for regular and occasional readers. The insights showed, NewsLocal said, how content and design can be used to help deliver increased readership, revealing that readers wanted more news with an emphasis on harder news that was still relevant to their local area.
NewsLocal new logo
NewsLocal old logo
NewsLocal editor-in-chief Kathy Lipari said in a statement: “NewsLocal already boasts unparalleled coverage across Sydney and the Central Coast and now we are making it easier for our audience to consume the news – both in print, online and through our social media channels.
“Local is at the heart of how we gather news, write our stories and inform our communities, and this is reflected in our new logo, layout and content.”
The revamped sections will feature columnists writing across all NewsLocal mastheads, including Better Homes and Garden’s chef Ed Halmagyi (Food), executive director of schools in the Catholic Diocese of Parramatta, Greg Whitby (Education), vet Dr. Anne Fawcett (Pets) and The Australian journalist Miranda Murphy (Parenting).
NewsLocal general manager Michael Wilkins said in a statement: “The NewsLocal rebrand provides us with the opportunity to refresh our face to both readers and advertisers alike.
“We already know the importance of regional and community newspapers in framing local issues and we look to grow on their value by continuing to evolve the NewsLocal brand and mastheads.”
NewsLocal is pushing the new branding with a video.
Key sections:
News – focusing on the key issues and events that affect people’s lives. NewsLocal papers tell the real stories about real people that no one else is able to cover.
Sport – highlighting the local aspiring athletes, mums, dads and coaches through the Junior Sports Star program, as well as covering local sporting teams.
Food and Drink– a uniquely local take on what to put on the plate this week with what produce is in season, where to buy it and what to cook. Also features insider knowledge on the best local dining and culinary events, and a regular column from Ed Halmagyi.
Education – stories on local schools, key issues and debates in education and new trends, as well as coverage of local school fetes, charity events and the best and brightest students and teachers. It includes Greg Whitby’s column @School.
Homes – a one-stop-shop for decorating ideas and expert advice with the latest trends in décor and homewares, gardening advice, product guides and handyman tips.
Pets – where to take pets for a run or walk, what to feed them, new accessories plus expert vet tips to keep them happy and healthy.
Travel – local travel tips and suggestions for weekends away, family days out or short breaks in the city.
Murphy’s Lore– mum of three Miranda Murphy chronicles life on the frontline of parenting in Sydney.
What’s On – highlights the best events in Sydney and in local communities.
Entertainment – what is happening at clubs, pubs and local theatres.
Street Watch – highlights incidents in the local neighbourhood while informing readers about local safety issues.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin