New 'Enquirer' Tabloid Out Today

Ben Kaufman says it looks nice, arrived on time

click to enlarge Prototype of the new tabloid-style Enquirer.
Prototype of the new tabloid-style Enquirer.

Enquirer reporters and editors should be satisfied with their initial tabloid effort. Today’s inaugural edition — smaller and printed in Columbus — is a curious hybrid. It arrived on time. It feels and looks like a tabloid, but it reads like a familiar Enquirer rather than something exciting and new. 

That might not be bad. Others — who haven’t spent 50-plus years in the newspaper and wire service trade and worked on two tabloids — will decide whether the tabloid Enquirer works well enough to buy. That’s important because print ads bring in many times the cash of online ads.

Page 1 is a showcase. Catch the readers’ attention to turn them inside to highly promoted stories. That’s tabloid. Enquirer designers have been refining this for months on larger pages last printed yesterday.

Page 2 is weather and other stuff. My question: Will older readers complain about the small type? Readers who need glasses probably are the majority.

The organization of the rest of the paper is familiar and most stories are short. Good. Few stories today require more than that, especially one that continues for days and weeks. Regular readers will learn enough. Readers who are unsatisfied can learn more elsewhere without abandoning the Enquirer. It would be no crime if longer versions appeared on Cincinnati.com. That could be a productive synergy.

If there is a problem in the news pages, it’s the black/white inside news photos. Sports suffers most. Too many are too small, too dark. That could be an inking problem on the new Columbus Dispatch presses. If not, it would be ironic if the new Enquirer format meant fewer inside color photos and photographers having to relearn black-and-white photography.

And small news photos. Here’s where the format cramps. A large photo doesn’t leave much room for type and there is a limit to how many times readers will go to another page to learn more about the pictured event.

The special promotional section about the paper — with names and images of the staff — is a keeper in addition to the existing online contact list. It was good to see old colleagues and friends looking well and to put faces to new names. 
My one complaint is that the shift in headline type. Now, news stories and ads that imitate news stories now have the same or similar bold black headlines. That’s bad. Previously, news and ads had starkly different type faces. That was an honest effort to alert readers to the difference. I hope the Enquirer will find a new type face for ads since the bold, black headlines work for tabloid news.

Having nursed a new daily to life years ago, I still can recall the pleasure of holding that first edition. I hope Enquirer journalists know that feeling today.
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