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A Word About Ad Age's New Look

Rethinking the Role of Print in a Digital World

By Published on .

For 82 years, Advertising Age has guided readers through periods of great upheaval, from the disruption of the TV era to the transformational impact of the internet. As the industry has evolved, so have we -- reshaping our products and priorities to expand in areas from AdAge.com to in-person conferences and events.

Now it's time to bring the same innovation to print.

The redesigned Advertising Age
The redesigned Advertising Age Credit: Illustration by Athletics

This week our print edition is playing a different role than you're accustomed to. We break news every day in the digital sphere, and we've redesigned Ad Age in print to illuminate the important trends and developments that the news is shaping. (You will notice AdAge.com also has a refreshed look to reflect some of the style changes we've made in print.)

The print evolution takes its cue from our audience's behavior. Today our readers check the headlines before they get out of bed, receive alerts minutes after we break big news, and follow what's happening on AdAge.com -- or @adage -- throughout the day, whether they're in Chicago or China.

Our readers have always counted on us to deliver insight and clarity, and our new format is , we think, the ideal vehicle for that job. Contrary to the punditry that proclaims print is dead, our weekly audience is very much alive and more demanding than ever. While this group reads us on all platforms, they expect the print edition of Ad Age to provide an every-issue roadmap of where all this upheaval is taking us; to ignite conversations about the complex issues facing the marketing and media worlds; and to be a reliable filter, a moment of considered reflection in the midst of the fire-hydrant flow of news confronting (and sometimes confusing) us all.

We challenged our partners in this transformation, Brooklyn-based design cooperative Athletics, to create a print look and feel that reflects the importance as well as the excitement of this industry.

The print package combines our rich heritage and deep reporting with new thinking and tools made possible by technology. You can digitally share articles straight from the page with your colleagues and social networks, thanks to a new mobile app we're introducing called Ad Age Interact. The app, created in partnership with mobile developer Nellymoser, can be downloaded from the iTunes App Store or Google Play.

We're bringing more of the conversation that happens on AdAge.com, as well as on other channels and social networks, into our pages with an expanded Opinion section. And a must-read Briefings section has everything you need to know to start your week.

We're using infographics and visualizations in interesting new ways to tell stronger stories. And we're getting rid of what we in the news business call "jumps" -- the turn-to-page- 20-for-the-rest-of -this-story format that has easily generated the greatest share of reader complaints over the years. Now, all stories will be contained on a single page or continue on consecutive pages.

Advertising is a colorful industry, with big personalities, inspired creativity and great technological innovation. To help you digest all its goings on, we're adding elements such as Wins and Losses, Behind the Work and Startup Watch, an opinionated look at how startups are shaping the way consumers behave and spawning new opportunities for marketers to reach them.

Such change is never easy, especially when altering a brand as storied as ours.

But one thing that made it a little less hard was the work of the Advertising Age staff, in particular Art Director Jesper Goransson and Deputy Art Director Jennifer Chiu, who took Athletics' blueprints and made them a reality.

I hope you're as excited about this change as we are. I welcome your feedback and I encourage you to become a regular subscriber so you never miss an important story.

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