This is an example of a Local Newspaper from my area: Norwich Evening News. It is the best selling newspaper in Norwich and in 2011 it topped the UK regional newspaper league table. It is published daily, currently costing 60p. It is published by Archant, the company which is in charge of nearly all publications and newspaper in Norwich and Norfolk. It has its own website, Twitter and Facebook. I feel it will be important to include such technologies when creating my own newspaper as it will allow me to market the product to my audience easily and quickly. In addition, I feel it would be beneficial to not only create my own newspaper brand, but a publication brand such as Archant also, as this gives the newspaper a recognised logo and strong reputation. This social networking and websites also fit in with the house style of the newspaper, with the same colour scheme, fonts and logos. As a local newspaper, the register of the newspaper and its news agenda is therefore changed accordingly. The register, like most newspapers, is formal and the agenda of the news concerned with local news and priorities within the local area, in this case, Norwich. Its news values are very much to do with proximity and what is close to home in terms of the readers of the newspapers, as when they read a local newspaper they expect to read only local stories, as for national stories they would read a national newspaper.
Colour Scheme
There is a clear colour scheme of red, white and black. This ties in with the
logo of ‘Archant’ which is also red, and shows a clear link between the two. This is
continued
throughout the red of the front page, with the main article also being in
these 3 colours.
Archant's Logo
The inclusion
of Archant’s
logo is
important as
it links it to other publications in the area and makes sure the audience is
clear that this is a reliable newspaper and one that is likely to contain
accurate, relevant and up-to-date news due to Archant’s reputation within
Norfolk.
The Website
The website,
whilst it is small, is also included in the front page of the newspaper. This
is important in portraying
that the target audience are more modern than perhaps first considered as
this shows and
encouragement
to get online as well as read the actual newspaper. It is interesting
however that Twitter or Facebook are not referenced on the front cover as perhaps
social networking is
not as relevant to audience who read the newspaper as
a website may be.
Price
As a daily
newspaper I would consider 60p a pretty reasonable price, however, if you
consider that
the main headlines are also available on their website, twitter and Facebook, it
becomes considerably more expensive.
This is therefore arguably a price that is aimed at those who still enjoy
buying an actual paper and not necessarily aimed for everyday purchase.
The Main Article
The main
article is set against a black background, immediately portraying the dark mood of the story. A rhetorical
question is used as the headline,
making their reader question their own knowledge of the story and therefore be
drawn in. In addition, the inclusion of a seemingly sinister photograph of
the man the article is talking about also catches the readers eye as he is
looking directly into the camera and therefore almost directly at the reader.
The article also has evidence of
the Inverted triangle with bullet points at the beginning
portraying
the most important information,
and then smaller writing for those who want to know more.
Adverts
The adverts
included are for a wide range of businesses, from a bus company, to carpets, to
gold buyers. This allows a wide
audience to be draw in to these different businesses as they are presented with
a wide ideology of the newspaper and therefore
there is likely to be at least one product, if
not then an article, that appeals to them.
Iwitness24
Iwitness24 is
an important advertisement
to include as it
links to a southern organisation that
allows readers to send in their own photos and
news into papers in not only
Norfolk,
but all over the south. It lets the
reader feel involved in the news and therefore encourages interest in the
paper.
Masthead
The masthead,
as expected in a newspaper, is
kept very simple and addresses straight to the point. Particularly poignant is
the way Evening News is one logo whereas Norwich is then added on. This makes
the idea of Evening News seem like a nationwide thing, and this issue is just
particular to Norwich, improving the reputation
and appeal of the newspaper.
Sub-articles
These smaller
articles that are also featured on
the front page are
important in
drawing the reader in, as even if they are not immediately appealed to
the main story, these stories, both
of which are about local places in Norwich, Dragon Hall and the Royal Arcade,
may be of some interest and draw them to the newspaper. In particular on the
Dragon Hall article, the colour scheme is continued and the red makes the box
stand out against the white background.
Example Front Cover: 26/10/12
Here is another example of a Front Cover. Much of the same applies with the previous page, with some minor changes. On this newspaper the cover story is much more light hearted and even includes a rhetorical question, this is also shown through the more coloured, most notably in yellow and green (Norwich City Football Clubs colours) as well as the exciting image and the costumes within it. The adverts on this newspaper also appear to be more family aimed, with a voucher for a popular local restaurant, as well as tickets for a local family day out. As a year previously, the price is also notably 5p cheaper, something I would need to address should my brand be a continuing one. The prominence of the website still remains but this time the sub-article is featured at the top as opposed to the side. This is likely because it is a sports article and therefore those interested would know to turn to the back and it does not therefore need a place in the main body of the newspaper.
