Is it a short-term gimmick to acquaint readers with the redesign or a long-term strategy?
This is a long-term strategy. This business of a paper-within-a-paper will live a long time. I think it will last. Did recent research reports by the Readership Institute affect the overall Herald redesign? Very much so. It was our briefing at the beginning, not a mandate. We learned how Latins are used to seeing color in their newspapers. The reader we’re trying to lure is the young Hispanic woman. Nationally, Hispanics are younger. We want the Latin flair while preserving everything the Herald was for 100 years. But the research helped. There was tons of information. It was the foundation on which we started. The need for better navigation all came out of that research. How much did you have to do with the new content – “The 5-Minute Herald,” the renaming to “Tropical Life” and its switch to a tabloid? What elements are yours, your staff’s or the Herald‘s staff’s? I participated in all content discussions, but this was pretty much done by their editorial people. Tons of discussions a
