The Mario Blog
03.30.2012—4am
De Telegraaf of the Netherlands: preparing for a newly designed weekend edition

TAKEAWAY: It will be an all new weekend edition of De Telegraaf in the Netherlands starting April 7. The promotion for new subscriptions is off to a great start, while we put finishing touches on the content and design of new sections.

This is the weekend edition of TheMarioBlog and it will be updated as needed. The next new blog post is scheduled for Monday, April 2
Update #4: Frankfurt, Germany, Saturday, 15:53

TAKEAWAY: It will be an all new weekend edition of De Telegraaf in the Netherlands starting April 7. The promotion for new subscriptions is off to a great start, while we put finishing touches on the content and design of new sections.

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Print promotional ad for the new weekend edition of De Telegraaf

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This is a page of the Saturday edition of De Telegraaf in which editor in chief Sjuul Paradijs explains all the changes coming up next weekend

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Here is a shot of our wall in the De Telegraaf redesign suite, where all the pages we have created as part of the prototype are available for quick impromptu discussions with editors and designers

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De Telegraaf Design Director, Hans Haasnoot, and I make minor tweaks on real pages for the first weekend edition of the newspaper

In the Netherlands, April 7th marks the day that the first newly revamped edition of De Telegraaf, that most popular and iconic of Dutch newspapers, will premiere its new weekend edition.

We at Garcia Media have worked together with the De Telegraaf team, led by design director Hans Haasnoot, and weekend section editor, Babette Wieringa, with the constant involvement of editor in chief Sjuul Paradijs. Garcia Media art director for this project is Christian Fortanet.

While we put finishing touches on various aspects of what this new weekend edition will be all about—-from design to content flow and new content—the marketing department has already put into place various TV ad spots, which are yielding good results.

According to De Telegraaf marketing director, Mark Albers, two days after the campaign hit the local market, already 2500 new subscribers have signed up. Not bad.

The campaign, which extends to radio, online and print, promotes 5 weekends of the new De Telegraaf for 5 euros. Regular price is 2.50 euros per weekend edition.

Watch the campaign videos here:

The theme of the campaign is that “De Telegraaf experiences life like you do.”

“We know that your life is busy, and that you try to do a lot during your day, and De Telegraaf is there to guide you and to report it.”

The video then takes the audience to key moments of the past, where De Telegraaf was there to cover the main event.

To see the subscription on line ad:
http://landers.telegraaf.nl/1471T

Coming up April 7:

We will present a fully illustrated case study of De Telegraaf’s weekend rethinking at the time of its launch April 7. Stay tuned for that.

Of special interest this weekend

Mad Magazine iPad app April Fools Day
http://www.theverge.com/2012/3/30/2914370/mad-magazine-ipad-april-fools-day

Highlight;

MAD says that going forward new issues will hit the app on the same day as the news stand, and some will even be enhanced with “interactive” elements, including the magazine’s long running “fold-in” section

– The Economist Reaches 1 Million Facebook Fans
http://www.foliomag.com/2012/economist-reaches-1-million-facebook-fans

– USA: WashPo Names John Temple Managing Editor
http://www.netnewscheck.com/article/2012/03/29/17819/washpo-names-john-temple-managing-editor

– WSJ Pulls Down Paywall For 24-Hour ‘Open House’
http://www.foxbusiness.com/technology/2012/03/29/wsj-pulls-down-paywall-for-24-hour-digital-open-house/

On ‘Mad Men,’ an Opening Scene Straight From Page 1

http://cityroom.blogs.nytimes.com/2012/03/28/on-mad-men-an-opening-scene-straight-from-page-1/?src=tp

Boehret: Are Catalogs Better on the iPad?

Highlight:

Katherine Boehret join digits to discuss how well three free catalog-aggregating apps replaced paper versions.

http://www.marketwatch.com/video/asset/boehret-are-catalogs-better-on-the-ipad-2012-03-28-135480/3AC2D38B-2C96-478C-8403-7DF963A094F7#!3AC2D38B-2C96-478C-8403-7DF963A094F7

CNBC: Half of American Households Have Drunk the Apple Kool-Aid

Read more: http://techland.time.com/2012/03/28/cnbc-half-of-american-households-have-drunk-the-apple-kool-aid/#ixzz1qV5WrVSH

Tim Cook’s China photo album

http://tech.fortune.cnn.com/2012/03/29/tim-cooks-china-photo-album/?source=yahoo_quote

New Apple? Tim Cook Breaks with Tradition on China Trip

http://blogs.wsj.com/chinarealtime/2012/03/29/new-apple-tim-cook-breaks-with-tradition-on-china-trip/?mod=yahoo_hs

– UK: Editor hails big step forward as new apps launched
http://www.holdthefrontpage.co.uk/2012/news/editor-hails-big-step-forward-as-new-apps-launched/

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