Are newspaper subscribers and buyers purchasing a different paper?

The local newspaper in South Australia, The Advertiser, was the first to have a different looking paper for subscribers and for news stands. The newsstands had a paper with a large title and an even bigger picture that was eye catching. Whereas, home subscribers unwrapped a newspaper directing the reader to more news inside.

The main use for the subscribed newspaper is so that the reader receives the most value, for example, the continuing special offers on page two. The new design for the front page will become more eye catching for the newsstands and more detailed and informative for subscribers.

The main reason behind changing the papers for subscribers and newsstands was for better engagement for both subscribers and newsstands. With the new technology the ability to have two different newspaper front pages is possible.

Changing the design of the Monday to Friday papers will not cost extra but it will attract readers and increase money and target audiences. Even with the changes to the front pages, the letterhead The Advertiser will remain the same size and roughly the same position.


Image: The Adevertiser for Subscribers

Image: The Advertiser for News Stands

Article: Paper with two front pages hot off the press by Gavin Lower, viewed on August 10 2009