Magazine article Editor & Publisher

Slugging It out in Seattle

Magazine article Editor & Publisher

Slugging It out in Seattle

Article excerpt

'P-I' throws counterpunch at the 'Times'

Luck is the residue of redesign

Reacting to increasing competition and decreasing attention spans, the Seattle Post-Intelligencer recently redesigned a paper that's been around since 1863.

The Hearst Corp.-owned P-I, as locals know it, introduced the redesign July 10. It was motivated by the competing (though jointly operated) Seattle Times' conversion to the morning cycle in March -- and a desire to engage readers in a hurry.

"It's an effort to make the paper an easier and faster read for people who don't have a lot of time, without sacrificing depth for people who want that," said P-I Editor and Publisher Roger Oglesby. He added that the competing Times' a.m. conversion "clearly was one of the driving forces behind the redesign."

Key elements in the new look include a second-page news summary for readers squeezed for time; the introduction of weekly special sports, entertainment, and features pages; more "points of entry" in the form of multiple headlines and summary decks; bigger, bolder type; and font changes. …

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