Magazine article Editor & Publisher

Sunday 'Chronicle' Isn't Comical

Magazine article Editor & Publisher

Sunday 'Chronicle' Isn't Comical

Article excerpt

Psychedelic wrapper gone like the '60s

The newspaper industry's version of Frankenstein's monster is no more.

The Sunday San Francisco Chronicle, for years a rough-hewn hybrid of the Chronicle and the San Francisco Examiner, overhauled both its form and content yesterday.

The Sunday Chronicle was for decades perhaps best known for its Sunday comics wrapper, a result of its former joint operating agreement (JOA) with the Examiner. The erstwhile JOA partners could not agree on which paper should be seen first by readers. So, instead of news, the first thing readers saw each Sunday was Dagwood Bumstead in his latest pickle.

"We're developing a whole new Sunday newspaper," Chronicle Executive Editor Phil Bronstein told E&P. "We've never in 35 years had an opportunity to actually have a Sunday newspaper that's well-planned and well-coordinated. It was always this weird monster of different parts of the Examiner, parts of the Chronicle."

Redesigned by Roger Black, the new Chronicle emphasizes reader-friendly identification of stories starting with a "Top 10" column running down the left side of Page One; and new sections designed to help readers "cope with and enjoy life in the Bay Area. …

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