The latest in the series of maniacal memos from Lee Abrams to Tribune Staff is at Romenesko in its entirety, via LA Observed’s synopsis.

So beautiful. Excerpts:

Using my favorite music analogies–Imagine Newspaper CONTENT is a major artist. Currently they are performing in a old but reliable venue. What happens if the artist (Content) moves into a new super venue? Fans will love it–the music (content) will sound clearer…better seats…etc…If you create anew venue (look) and you do it RIGHT, people will love it. Not unlike a new baseball park.

THREE DAY PREVIEW: Why is it only weather can do three day previews? Newspapers tend to look at YESTERDAY. How about looking at TOMORROW..and the days after. You can’t predict breaking news of course, but you CAN condition readers that there IS a tomorrow and YOU will be there.

Because Newspapers are in every home and on every street
corner. The better the paper IS and does, the stronger all of the other
brands will be!!! Creating new brands to reach non traditional print
demos is good…but the stronger and more potent the core paper is–the
better EVERYTHING will be. Sorta like Diet Coke wouldn’t have a prayer
if COKE wasn’t a powerhouse….sorta. I DO see a lot of “whoa! GREAT
idea…too bad we can’t try it on our core brand” Why???!!! Is it
“assuming” that traditional readers won’t like it?


  1. I just want to smack people when they talk about “conditioning” me as a consumer. And, okay, can I just say that there is not one single sentence in the english language that uses “brand” that doesn’t bug me…unless they’re talking about hot irons.


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