When copies of the Xpress hit the streets of Bangkok on March 5th it marked a historical occasion: the first free sheet in Thailand. It also signaled that printed newspapers are very much alive and catering to readers of the “always on” culture: those who surround themselves with the latest technological gadgets, but who still find it enjoyable to sit down with their newspaper and read it while riding the train, or taking a lunch break, or before going to sleep.
The team from Garcia Media, headed by Mario Garcia Sr., with Jan Kny and Guenter Zwerina, of the Garcia Media Europe in Hamburg, Germany, consulted on this project from start to end working closely with Xpress design director, Leroy Sylk.
Research shows that, in spite of all the news information that we receive via the electronic media—-from prompting on mobile telephones to online news, not to mention television and radio—-we still consider the printed newspaper one of the most enjoyable forms of getting informed.
What’s different about the new Xpress?
It is a newspaper completely designed to coexist with other media. Knowing that many of its readers will also consult online editions, or will read it while connected to music on their iPods, we have created a navigational system that allows for an easy journey through the newspaper. The three basic elements of a well designed newspaper are here: make it easy to find, make it easy to read, make it pleasant to the eye.
Page One is designed as a poster: take a look, get seduced by the lead story of the day, but also find out what other interesting stories are waiting inside today; once inside, the newspaper is easily sectionalized, with each section opener carrying a balcony of quick reads, to offer information that might otherwise be buried in the middle of a story. Visually, there is color on every page, and a large photo dominates each page spread. Summary boxes and secondary readings help with a hierarchy of storytelling that makes it easy for that scanner—-the reader in a hurry, which is most of us—-to identify the one story not to miss in each section.
For Bangkok and Thailand, a historic occasion on March 5th. For readers, tons of enjoyment inside this compact, colorful and information-packed newspaper.