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Edmonton Journal debuts redesign

Postmedia Network has debuted a redesigned version of the Edmonton Journal. Keeping in line with recent redesigns of other Postmedia publications, the new design consists of print, web, tablet and smartphone versions that are intended to provide different kinds of information to various kinds of consumers. The smartphone application offers short news items that are frequently updated and optimized for sharing via social media. The website also specializes in frequent updates with longer stories. The print edition focuses on news analysis for local audiences, while the tablet application focuses on multimedia presentations. Visually, the new design makes use of orange colours and a logo intended to represent the Edmonton skyline.

"As our reimagined four platform strategy rolls out across the country, Postmedia will provide the ultimate premium marketing environment for advertisers," said Andrew MacLeod, executive vice-president and chief commercial officer at Postmedia. "Our new products will allow clients to reach their desired audience with the right message, for the right individual, on the right platform."

The redesign is being promoted with an advertising campaign called "At your fingertips." The effort emphasizes the newspaper's local and general content in topics including news, sports, politics, business, arts and life. The campaign was developed by Sid Lee.

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