THE KNIGHT-RIDDER 25/43 PROJECT
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1 THE ROLE OF DESIGN IN THE NEWSPAPER REDESIGN OF THE BOCA RATON NEWS: THE KNIGHT-RIDDER 25/43 PROJECT BY BONNLE L. BELLEW A THESIS PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQURJ3MENTS FOR THE DEGREE OF MASTER OF ARTS IN MASS COMMUNICATION UNIVERSITY OF FLORIDA
2 TABLE OF CONTENTS % ACKNOWLEDGMENTS... ABSTRACT... CHAPTERS 1 INTRODUCTION... Social Change Affecting Baby-Boomer Readership... 25/43 Project Summary... The Impetus Behind the 25/43 Project... Brainstorming Sessions... The Selection Process of the 25/43 Project Members... Why the 25/43 Age Group Was Targeted... Why Boca Raton Was Chosen... 25/43 Project Ground Rules... Design Timing... Newspaper Industry Reaction... Case Study Scope... Methodology... Outline of Thesis... 2 LITERATURE REVIEW... Developments and Conflicts in Newspaper Design Format... Academic Curriculum Changes... Quantitative Research... Eye Movement Research... Attempts to Stop Newspaper Readership Decline... Summary of Literature... 3 THE NEWS FOCUS GROUPS... Selection of Members... Procedure of Focus Groups... Participants' Feedback Style... 4 THE NEWS PROTOTYPES... Prototype Description. Philosophy and Decision Process Behind Changes... la of The News June 28 Prototype... 2A of The News June 28 Prototype... 2A Changes of Subsequent Prototypes... iii
3 Page 4A Local News Section of the June 28 Prototype... Changes in Subsequent Front-Page Local News Section Pages... Page 5A of The News June 28 Prototype... Changes in The News Subsequent Neighbors Pages... Pages A of The News June 28 Prototype... Page 10A Opinion Page on June Changes in the Subsequent Opinion Pages... Page 1 la of Tk News on June PagellAof TkNews on July Page 1B World & National News Page of The News on June 28...,... Subsequent World News Page Prototypes... Page 2, 3B of The News on June Page 4B Nation Page of The News on June Subsequent Nation Page Prototypes... Page 5B-12B Classified Advertising Section... 5B Subsequent Classified Changes... Your Money Section of The News August Prototype... Sports World, Section D of the August Prototype... Outside. the Back Page of The News Sports Section... Essentials... Focus-Group Reaction Overall... 5 CONCLUSIONS... Restatement of Case Study Scope... Focus Group Successes... Ideas That Were Not Received Well in Focus Groups... Drawbacks of Focus Groups in the 25/43 Project... Varying the Time Focus-Gmup Members Had with Prototypes... Focus Groups in Relation to 25/43 Project Quantitative Research... Effects on Newsroom... Implementing the WED Concept... ldeas Not Included in the New Design... Impact on the Knight-Ridder Chain... Colliding Newsroom Philosophies... APPENDICES Looking Ahead: The Researcher's Observations... A 25/43 PROJECT TIMELINE... B DESIGN TERMINOLOGY... BIBLIOGRAPHY... BIOGRAPHICAL SKETCH...
4 Abstract of Thesis Pmented to the Graduate School of the University of Florida in Pattial Fulfdment of the Requirements for the Degree of Master of Arts in Mass Communication THE ROLE OF DESIGN IN THE NEWSPAPER REDESIGN OF THE BOCA RATON NEWS : THE KNIGHT-RIDDER 25/43 PROJECT Chairman: Dr. Julie E. Dodd Major Department: Mass Communication BY Bonnie L. Bellew December 1991 The decline in newspaper reademhip figum in the last 20 years has forced newspaper management into a period of soul searching on what to provide readers. In 1988, Knight-Ridder corporation executives initiated the 25/43 project to capture the waning newspaper interest of the, baby-boomer generation, presently the largest &mogra@c age group in the United States. The project included readership surveys in all of the chain's newspaper markets and focus- group sessions in which readers reacted to various newspaper design prototypes. In the spring of 1990,25/43 project members applied their findings to the redesign, remarketing, and advertising overhaul of the Knight-Ridder-owned Boca Raton News, which was renamed The News. This thesis pments a case study of how qualitative and quantitative research findings were used to d im the 25/43 project members' design and content decisions. The methodology includes analysis of prototypes, review of focus-group reaction to the prototypes, and personal interviews with project leaders and newspaper staff members. The quantitative survey data were used to provide a profile of baby-boomer habits and interests and to pinpoint baby-boomer focused content, which was then used to create the newspaper prototypes. The qualitative data in the form of focus-group feedback also contributed significantly to the philosophy of the new design. When the prototypes were introduced to the Boca Raton focus gmups, participants liked many experimental aspects of the design pertaining to
5 - the specific baby-boomer oriented news stories the new News design implemented, - the incorporation of useful information such as phone numbers, calendars and indexes in the new design, - the manner in which content was organized to make the design easy to scan, - the no-jump policy of all news stories in the prototypes.. - the larger body copy size, wide typographic variation, and pastel color palette, - the plethora of maps, graphics, photogmphs and illus~ons, and - the use of "rewards," or short information to encourage more reading. Several of the more experimental elements of the prototypes were eliminated in the new News design because of a negative focus-grwp reaction These elements included - the more avant-garde labelling of the prototype sections and design elements, - the heavy emphasis on local-news content by providing an all-local news front page, and - the classifieds section front concept that forced readers to flip the section upsidedown. The case study also examines the limitations of the focus-group data used in The News redesign These limitations include the difficulty of generalizing to a larger population and the dm!iculty nonreaders had communicating what they wanted from newspapers. Some of the other limitations included the one-point-in-time-nam of prototypes that eliminated the oppor&unity for focus-group participants to become familiar with the new design and the novelty factor affixxing the participants' appraisal of the design. The mearcher concludes that - the News staff has to continue to take advantage of the flexibility of the design and foster a teamwork approach in the newsroom to ensure the success of the 25/43 project, - the 25/43 project did not answer the question of how to determine what nonreaders want A from a newspaper, and that - other newspapers need to follow the 25/43 project's process to determine how to serve their markets better.
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