For its 25th anniversary The New Paper, a Singapore Press Holdings publication, will be more local, more vocal and more social.
That is the claim the company is making when it relaunches Sinagpore’s second highest circulating English-language paper.
Singapore Press Holdings creative director Ken Jalleh, who oversaw the revamp, said there was a big focus on finding out what the readers wanted from the newspaper.
“The process began late last year and involved the most extensive qualitative survey we’ve ever done, involving three big focus groups over six months,” Mr Jalleh said.
“Their views helped us shape a whole new approach to story-telling through packaging.
“The key is really the way compelling content is projected; the thrust is to relate rather than intimidate, to communicate, not decorate.”
The redesigned paper will focus on issues and stories that resonate with readers, with more of an emphasis than ever on local news.
It also aims to become more controversial and opinionated than ever, challenging readers with its views and aiming to draw reactions from them. From here, they’ll share readers’ views by aggregating snapshots from popular blogs, email and social media.
The New Paper editor Dominic Nathan said its controversy was always part of its appeal.
“The New Paper has always strived to be different,” Mr Nathan said.
“The refreshed TNP will be even more different, with its hyper-local approach, its robust voice, and its interaction with readers.”
The newspaper will also have a new daily sports lift out to cater for its market, with a strong focus on football. It will also have a weekly liftout titled M, which will focus on arts and culture.
The revamped newspaper will launch on October 3, 2013.