Economist Goes Full Colour In Latest Redesign
Political, business and current affairs title, the Economist, part of the Pearson group, has undergone its first major redesign since 1987, which includes the introduction of full colour to all its pages.
At over 150 years old, the title’s circulation shows no sign of needing a facelift, however, editor Bill Emmott pointed out that new readers had often commented that “They find the Economist rather forbidding.” They should find the new design “Easier on the eye but just as stimulating to the brain.” he said.
The biggest change has been the introduction of full colour, which changes the appearance of the title from a newspaper style towards a magazine in which a wider range of advertisers may feel comfortable. It allows for more stylish graphics and eyecatching layouts, but as one media commentator pointed out at last night’s launch, whereas before advertisers’ colour copy stood out next to the sobriety of the editorial, it will now have to compete with colour photographs on nearly every page.
With many respected news sources having been accused of “dumbing down” in recent years, the onus will be on the Economist to retain its reputation for serious coverage. “Existing readers will find the editorial stance and approach unchanged, but in a paper that is easier to find your way around.” Emott insists, “The clarity of our own language and analysis will now be matched by the clarity of our layout and graphical presentation.”
In fact, most of the changes are in appearance. A new typeface, Oficina is being used for cover type and internal navigation, and the Economist’s own Ecotype typeface has been redrawn to make it easier to read. In terms of layout, there are new navigation devices in each section and a two-page contents listing to improve navigation.
The launch of the redesign will be supported by a TV commercial, which launched worldwide on 9 May. Devised by AMV BBDO, it tells of how Nelson Mandela read the title during his years of imprisonment. The campaign will be accompanied by poster, print, radio advertising and subscription drives throughout Europe, Asia and the US, where the title’s readership in its various international forms is thought to extend to a total of 3 million.
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