Portugal: top paper relaunches in Berliner format
Posted by John Burke on September 8, 2006 at 1:06 PM
Portugal's most read weekly, Expresso, will be launched in Berliner format this Saturday after being redesigned by the consulting firm Innovation. The redesign included a total rethinking of the paper, which has a readership of 700,000. The paper is printed in 32 pages of two full color news sections combining and includes two magazines, one concerning lifestyle, the other about culture. Find a preview of the paper here.
Source: Innovations in Newspapers
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"Is to be lauched this week" is the right expression. Expresso comes out on Saturdays...
One more thing: Expresso is a weekly newspaper, not a daily.
Thanks for the corrections Antonio.
John,
The 160.000 copies of the new EXPRESSO were "sold out" this Saturday in less than four hours around the country.
EXPRESSO is planning to print 200.000 copies next week.
The launching of the new "berliner" format was very weel recevived by readers that got also the first of the 8 free DVDs that will push the selling of the new EXPRESSO.
Promotions works better than ever when you have a better product.
EXPRESSO is again a classic case of how quality journalism plus smart promotions produce "win-win" results.
Well, The Economist cover story was quite wrong: nobody will kill newspapers if readers get a great product with a great price (2,80 euro, less than the usual 3 euro when the paper was broasdsheet, and a way to prevent the launching of a tabloid in Portugal next week that will costy only 2 euro).
Newspapers are here to stay if... we produce oustanding products with exclusive stories, presented full color with high quality printing reproduction and with a package than includes a lot of advertising services, like two magazines with jobs and real state ads, combined with on and off line offers.
And all of this, inside of a plastic bag!