TAKEAWAY: The free, French-language daily L’Essentiel now rates number one with readers between the ages of 15 and 49 PLUS: Pure Design: a brief should be brief
Readers make it number one
Good news for the editors of Luxembourg’s L’Essentiel, the free French-language daily: readers in the coveted age group 15 to 49 years of age have given it the honor of making it the number one newspaper among the free ones in the tiny European country.
Editor in chief, Denis Berche, sends us the news proudly: ” it’s always a tough work for us. But when the readers come to you, it’s always more easy to do every day.”
L’Essentiel publishes daily in an A4 format, with many compact news items, and large photo lead on cover.
Pure Design: A brief should be brief
It may come to a surprise to some, but briefs come in different lenghts and styles for various publications. Some I would not consider briefs. A brief must be true to its name: extremely short and to the point. Usually, a brief is reaffirmation news that readers already know, but wish to be reminded of. In a single column structure, a brief should never be more than 15 lines tops. Many newspapers prefer to limit briefs to 12 lines.
Once they go longer than that, they become compacts.
Briefs have very high readership, and we were able to prove that when we conducted EyeTrack tests at The Poynter Institute for Media Studies.
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TheMarioBlog posting #303