New Look For Yorkshire Evening Post

The Yorkshire Evening Post has relaunched, with new supplements and more colour. New classified and TV sections will be in the relaunch. Among the changes are an improved week-end magazine and the Midweek supplement highlighting leisure pursuits.

The Post’s research revealed a potential audience amongst the family audience and especially women. A new type face was introduced with clearer structure and signposting throughout the paper. More colour was added, while graphics and the tone and style of stories were developed through research and copy clinics, with the aim of making the paper more friendly, open and accessable to women, claim the Post.

Dummy copies were shown to regular and occasional readers to ascertain how the target audience would recieve the new look. The new front page was judged an improvment by 64% while 94% found the new classified section easier to use.