Thinking of a redesign only as a way to “jazz up” your newspaper is short-sighted. A redesign is a way to make your paper more visually appealing.

But wait! There’s more!

A redesign is a way to make your paper better organized.

But wait! There’s more!

A redesign is a way to make your paper easier to read. 

But wait! There’s more!

A redesign is a way to make your paper...OK...well...you get the idea.

A redesign is a way to do all of those things…

...And to make some money in the process. A redesign that fails to generate some new revenue streams is a redesign that only partly succeeds.

When I work with clients, one of my goals is to have the redesign pay for itself over time. One step: Training designers and paginators how to use their software so it works better for them and saves them valuable time. Another: Teaching editors to plan better so they can help their writers deliver shorter and better-written stories.

Another step I take is to suggest to clients new content—and new approaches to old content—that can generate new revenue.

Here’s one example: If you are running paid obits, take advantage of the chance for a small upsell. Offer the family the opportunity to run an obit subhead. Here’s the beauty of it: If the family wants the subhead to say “Beloved husband and father” or “Avid fisherman” or “Amateur photographer,” that’s OK.

As long as it’s not offensive: I don’t think we’d OK “Prince of Pornography,” for example. And your newspaper reserves the right to edit any material, including an obit subhead.

Another plus: The subhead can draw more readers to the obit. A reader may not know Pfarcus Pfarquhardt, but he may be interested in reading an obit of someone who served in World War II and Korea because he, himself, is a Korean War veteran.

Depending on the how much my clients charge for a paid obit, I recommend the subhead upsell at anywhere between $2 and $10.

Is it going to generate thousands of dollars of new revenue in a year? No, not at all. But in this economy, every additional dollar is a plus.

And...there’s more! Lots of opportunities to have a redesign pay for itself. Ah, but I can’t give it all away now, can I?

FREE DESIGN EVALUATION: Ed Henninger offers design evaluations—at no charge and with no obligation—to readers of this column. For more information, check the FREEBIE page on Ed’s web site: www.henningerconsulting.com

ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com. On the web: Phone: 803-327-3322.