Case study: Tallahassee


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A daily magazine.

Tallahassee was one of the earliest newsrooms to test digital first publishing. The very dedicated and small staff put most of its energy and attention on the company’s website. As a result the print product languished.

A bold magazine approach was approved to revitalize print. The use of alternate story form, photography, breakouts and repurposed digital content became the basis of a redesign and new print content plan.

The biggest and most radical change – merging the traditional local and feature sections into a new intensely local daily magazine. Borrowing the city’s airport designation, TLH, a new high-quality product with sophisticated design was launched to fill the void created by the loss of the local and feature sections.

Unlike most daily newspaper sections, the TLH section is designed. Every page is a display space. Every page gets the same attention as Page One. And mostly in full color.

With a great plan, great staff and great content an intensely local daily magazine can and does work in a market like Tallahassee.