Think of design as an ‘extra’ and interest in your newspaper begins to fade.

Design is not an ‘extra’

OK, I’ve had it.

I just received an e-mail from an editor who was excited about the prospect of doing a redesign.

We had reviewed an issue of her newspaper together and the paper very much needs design work. On top of that, she’s struggling just to put the paper together every week—her company switched her to InDesign a few months ago. Oh, yeah … they gave her some training to handle the new software. Four hours. With someone who knows nothing about how newspapers are put together, much less how newsrooms function.

Her e-mail read, in part: “… the company won't fork out any money for any ‘extras’ at this time.”

I am so sick and tired of design being written off as an “extra.” And — honestly — it’s not because it means less business. It’s because thinking of design as an “extra” is so short-sighted, especially nowadays when publishers are jumping through hoops trying to gain and retain print readers.

What is the v-e-r-y first thing a person sees when he looks at your newspaper? The design. The way your paper looks speaks volumes about the product as a whole.

It tells readers yours is a newspaper that is credible. Or not.

It tells readers yours is a newspaper that is careful. Or not.

It tells readers yours is a newspaper that is planned. Or not.

It tells readers yours is a newspaper that is professional. Or not.

It tells readers yours is a newspaper that is polished. Or not.

It tells readers yours is a newspaper that is organized. Or not.

It tells readers yours is a newspaper that is consistent. Or not.

But, for far too many publishers, design is an “extra.”

Yeah …

Like accurate reporting is an “extra.”

Like good writing is an “extra.”

Like making deadline is an “extra.”

Like selling ads is an “extra.”

Like good sales training is an “extra.”

Like hiring the right people is an “extra.”

Like checking your P&L regularly is an “extra.”

Design is not an “extra.” Not in the least. It’s one of the key ingredients you need to create a newspaper that’s worth reading — and worth advertising in.

But it’s your choice. You can go ahead and keep thinking that way. You can continue to discount the value of design … you can keep thinking of design as an “extra.”

Here’s a quote you may have heard before, but it certainly applies:

“If you keep doing what you’ve always done … then you’ll keep getting what you’ve always got.”

If you keep thinking of design as an “extra” … then you’ll keep getting what you’ve always got.

And eventually, even that P&L won’t matter.

FREE DESIGN EVALUATION: Ed Henninger offers design evaluations — at no charge and with no obligation — to readers of this column. For more information, check the FREEBIE page on Ed’s Web site: www.henningerconsulting.com.

Ed Henninger is an independent newspaper consultant and the director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com. On the Web: www. henningerconsulting.com. Phone: (803) 327-3322.

POSTED 2/4/10