"Our digital product, that was out in the marketplace, there was
enormous room to improve on it," said Jesse Angelo, the Post's
publisher, CEO and acting editor said. "I thought there was a
better product we could be offering our readers, and a better
product we could be offering our advertisers."
Managing Editor Remy Stern led the redesign project for the
On the advertising front, the new site debuts with some creative
options. The Post is rolling out a content studio that will work
together with brands to produce "native" content that fits the look
and feel of the paper and can run across its digital, print, social
channels. It will also supplement its standard banner ads with
large, prominent display ads, one of which entirely displaces the
site's top story before shrinking into a banner on the side of the
The content studio will be run by Brad Feldman, formerly of Time
Inc., and will put a team of Post creatives, writers and an "army
of freelancers" to work for brands to create ads that will be
appealing to Post readers but also push the brand's message home.
In one "dispatch," the term the Post will use for these native ads,
HBO and the Post developed an article looking at both NFL players
and Boardwalk Empire characters seeking revenge in their coming
seasons. Darrelle Revis, the former New York Jets cornerback, was
among those listed.
"For us at Post Studios, what we're saying to advertisers is, if
you want to create content, come talk to us about it," said Mr.
Angelo, noting that brands are putting a premium on producing
sponsored content -- even creating their own newsrooms -- and that
the Post wants in on the action.
Teasers for the Dispatches will be placed on the Post's
homepage, with labels. They will also be included in the carousel
of stories which the new site features prominently.