5 things to grow and 5 to trim down
A benefit of experience is understanding that you probably don’t know nearly as much as you once thought you did. One of the things I love most about leading focus groups is being surprised. Let’s face it, not much is surprising anymore. With that in mind, I’d like to share ten findings related to size that often appear during newspaper focus groups.5 things to grow:
Font sizes of headlines. Bigger fonts are no more expensive than smaller fonts. Use a font that draws attention to the story. Let’s face it: we put much effort into increasing readership. One of the simplest ways I know to draw more readers to the page is by using bigger fonts in our headlines.
Top of the front page. In my travels, I’ve heard this area called the masthead, nameplate, and all types of other names. I simply refer to it as “the flag.” The area at the top of page one is crucial in getting potential readers to pick up the page. Too many newspapers have tiny flags. Let’s face it: this is prime real estate for advertising your newspaper. Draw readers with a large flag.
Letters to the editor. Readers love letters to the editor. Every focus group asks for more of them. Try to recruit more readers to send in letters to the editor.
Space for kids. Whether half a page or a whole section, areas designed for young readers are popular in newspapers; it’s a win/win. Anything we can do to attract young families and readers is a plus. I’ve learned even older readers enjoy reading pages intended for young readers.
Body Text. Let’s face it, nobody likes reading text that’s too small. I notice focus groups often say text is “alright,” because they’ve become so used to small text. However, as soon as the redesigned version of their paper comes out, readers will praise the “easier to read text.” I once redesigned a newspaper in Kansas. A few weeks later, the publisher sent me an email from the local optometrist. He thanked her for the larger text and noted that many of his clients thought their site was improving because reading the newspaper was so much easier.
5 things to trim down:
Line weight. Thin is in, and we’re talking about more than waistlines. Like many other areas, heavy is out when it comes to design. Never use frames heavier than .5 point. I tend to use .4 in redesigns.
Wordy headlines. Wait. Didn’t I just write to have bigger fonts in headlines? Yes, I did. Bigger fonts, fewer words. The headline draws the readers to a story. The subhead tells the story. Use as few words as possible in the headline, then let the subhead do the rest of the job. For example:
School board meets to examine budget, lowering amount set aside for extracurricular activities
Instead, let’s use a headline/subhead combo:
School board cuts activities
Board meets to examine budget, lowering amount set aside for extracurricular activities
Length of stories. A publisher in Tennessee told me about a study done by his paper. They sent readers copies of the paper, along with red pens. They were asked to circle everything they read in the paper. Not just the headlines, but everything. What was learned? Most readers never get past two paragraphs. Very few readers are reading your long stories. Fewer words means more space for larger body text and white space.
Wasted space in photos. Cropping is an art. I’ve been an adherent to the “shoulder rule” since learning about it from Ed Henninger in a class at The University of Tennessee. In most photos, the area outside the shoulder(s) is unnecessary. Obviously, there are exceptions to every rule, but cropping out blurry trees, rooms, etc., makes it possible to enlarge the most interesting area of a photo.
Paragraph length. Long paragraphs lead to suffering eyes among readers. Keep paragraphs to no longer than 4-6 sentences. Remember, the RETURN key is your friend.
I bet many of you have items you’d add to this list. I always stop when I reach my 800-word limit (self-imposed, by the way). Send your suggestions to me at kevin@kevinslimp.com, and you might help me become even better at redesigning newspapers. I may not know as much as I once thought I did, but I’m always happy to learn more.
Kevin Slimp has been a popular consultant and speaker in the newspaper industry since developing the PDF remote printing method in 1994. His upcoming webinars on design, circulation, and software can be found at newspaperacademy.com.
Kevin Slimp is former director of The University of Tennessee Newspaper Institute and founder of NewspaperAcademy.com.