The Mario Blog
04.27.2017—2am
Digital down market? Yep, it’s the HuffPost’

It’s a new editor, new look, new (shorter) name, for The Huffington Post. And, by design, the idea is to “nudge it down” to a digital tabloid.

Down market: two words that I have heard often during the course of my career. Yes, I have completed many projects around the globe where the goal was to either bring a newspaper title closer to the masses, or to enhance (translate that into bolder and more colorful) an existing already very down market product.

Well, it looks like it’s bold and loud at the new HuffPost:

“We’re doubling down on our bold, splashy style, and serving up the news with a sense of humor, outrage and empathy,” Lydia Polgreen, new HuffPost editor wrote in an editor’s note announcing the redesign.”‘

And HuffPost is going to capitalize on what is the mother’s milk of down market publications: headlines.  How can we ever forget that textbook example of a tabloidy headline: Headless body found in Topless Bar.

For example, a recent HuffPost headline, following the ousting of Fox’s personality Bill O’Reilly on sexual harassment charges:  ‘Billy on the Street.”

The redesign also has provided an opportunity to shorten the name from The Huffington Post, which the design team found too long, to the more Tweet-like HuffPost.

In her letter to the readers, announcing the redesign, editor Polgreen wrote:

“We’ve got a new name, look and mission to tell the stories of people who have been left out of the conversation.”

Polgreen makes her case for a more populist HuffPost (a nicer term for down market tabloid journalism, I guess), when she writes:

“I think we can do better for people who feel that too much political and economic power has accrued to a very small elite. People who feel they are on the outside looking in at the prosperity created by globalization and technological transformation. That the game is rigged; that the deck is stacked against them; who feel that the house always wins. That definition includes many, many people who voted for Hillary Clinton and Bernie Sanders. I suspect it also includes the majority of people who voted for Trump. It certainly encompasses voters on both sides of Brexit and the French presidential vote that took place over the weekend.”

Take a look at the new HuffPost and decide for yourself.

But, to help you along, as you read the new HuffPost, a window pops up at the bottom of your screen that reads:

“We are so Huffin’ Excited”

Perhaps we are. Perhaps we should be. Are the readers?

Oh, the art of headline writing

For everyone who ever struggled with the writing a headline, and for everyone who appreciates a catchy, seductive headline, here is a good read.

http://mediashift.org/2017/04/13-examples-headline-magic/?utm_source=API+Need+to+Know+newsletter&utm_campaign=aa9283dc24-Need_to_Know_April_25_20174_25_2017&utm_medium=email&utm_term=0_e3bf78af04-aa9283dc24-31701869

Speaking Engagements Coming Up

SIPConnect 2017, to be held in Miami June 21-23, is a program of the Inter American Press Association, IAPA, or SIP (Sociedad Interamericana de Prensa).  The venue will be the Hilton Miami Downtown Hotel.

Details:

Join us at the SIPConnect Hemispheric Conference 2017. Organized by the IAPA, SIPConnect is a gathering of media and digital businesses to encourage more audiences and higher revenues. It’s a laboratory for new ideas and successful experiences for the digital transformation. As in the 2016 successful meeting that was attended by media from the US, Latin America and the Caribbean, experts in digital businesses and representatives of innovative companies will participate in this event.

For more informationhttp://www.sipiapa.org/notas/1211078-llamado-sipconnect-2017

TheMarioBlog post #2615

Blog Post11.17.2017—5am
Paywalls, storytelling highlight Latin American conference
Blog Post11.15.2017—5am
In Argentina: the hot topic is “paywalls”
Blog Post11.14.2017—1am
The NY Times’ Jobs Classified: Really?
Blog Post11.13.2017—1am
At The New York Times: a kids section on Sunday
Blog Post11.10.2017—12am
“I read it on Facebook.”
Blog Post11.09.2017—12am
The flow of a breaking new story in the mobile era
Blog Post11.08.2017—12am
When content hits the spot
Blog Post11.07.2017—12am
When hierarchy makes a statement
Blog Post11.06.2017—12am
When the advertising wraps around
Blog Post11.03.2017—1am
New Hebrew fonts from Typotheque
Blog Post11.02.2017—1am
Favorite branding logos? No surprises
Blog Post11.01.2017—7am
A New York terrorist attack on the front pages
Blog Post—1am
White (space) is the new trend for print
Blog Post10.31.2017—1am
Turkey: the jailing of an art director
Blog Post10.30.2017—1am
Need a job?
Blog Post10.27.2017—2am
The Economist & Snapchat Discover: Respecting young audiences
Blog Post10.26.2017—2am
The Wall: Get ready for the prototypes
Blog Post10.25.2017—5am
The New York Times’ website redesign: less is best and, please, sign in
Blog Post10.24.2017—5am
At The Washington Post, The Lily hits its own chords
Blog Post—5am
The Lily: new Washington Post product hits its own chords
Blog Post10.23.2017—1am
Coloring opinions
Blog Post10.20.2017—1am
Digital Media Conference: First Day highlights
Blog Post10.19.2017—6am
Speaking today at the North America Digital Media Conference
Blog Post10.18.2017—1am
Long narratives still have a coveted place
Blog Post10.17.2017—1am
Some good print-related news
Blog Post10.16.2017—1am
Digital Transformation: no newsroom is too small to attempt it
Blog Post10.13.2017—12am
WAN IFRA: the best of digital awards
Blog Post10.12.2017—12am
Taking your brand to where the young audience is: Instagram
Blog Post10.11.2017—1am
Multitaskers consume more media
Blog Post10.10.2017—12am
Germany’s Sūdkurier: workshops for digital transformation
Blog Post10.09.2017—1am
In Spain’s El Mundo: native ads
Blog Post09.29.2017—1am
For newspaper publishers, not much to sing about?
Blog Post09.28.2017—1am
Interesting reference about new digital story formats
Blog Post09.27.2017—1am
It’s a new mobile-focused redesign for salon.com
Blog Post09.26.2017—1am
Three things that caught our eye
Blog Post09.25.2017—1am
Paywalls & newspapers: from leaky to hard ones, and in between
Blog Post09.22.2017—4am
Mexican earthquake: front pages tell the story
Blog Post09.21.2017—1am
Saying adios to The Village Voice in print
Blog Post09.20.2017—1am
Vogue in print: “point of view, attitude”
Blog Post09.19.2017—1am
The Boston Scene
Contact us with speaking requests, questions or to discuss a project.