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Pleased and provoked by the new look

On Oct. 16 the St. Petersburg Times unveiled a new design and page format. The paper heard from more than 4,000 readers. Here is a sampling of the comments:

Pleased and provoked by the new look, 10/23

You did an excellent job with the redesign. I've always enjoyed the paper's content, but the design left a lot to be desired.

The new elements, such as more color, different typefaces and navigational cues are amazing and helpful. I love the "In the know" briefs running along each section front. The Times looks much more modern and ready to hold its own in this flashy, fast-paced, visual world we live in.

And it just goes to show that good design means everything.

Thanks for making a great paper an outstanding paper!

Donna Rhodes, Bradenton

* * *

Is there a stranger in my house? Or has the St. Petersburg Times finally unveiled its lust to be a tabloid? The obsession with periodic graphic changes could lead to the paper losing its identity.

I sincerely hope that your circulation is rising. However, I find the local news of importance getting scantier, as I find more of it in other sources. Have you lost your mission? Do you have a mission? Is your staff magazine-oriented?

Robert Buragas, St. Petersburg

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It was a pleasure to read the paper last week. The most important factor in a newspaper is, of course, the articles and how well they are written. However, your new format/layout looks very fresh and contemporary. More like the look of a USA Today or New York Times. I like the narrower pages, and it is easier to read.

Thanks for the improvements, but please don't raise the price.

Lyn and Lisa Lopez, Clearwater

* * *

I've been hearing about the coming changes to the Times' layout, so I was intrigued to see what I would find when I came into the office. When I saw the paper, I just didn't believe it. I didn't want to pick it up. Usually I read it cover to cover before work and during lunch. Today I still haven't made it past Page 2 of the Tampa & State section.

As a marketing professional, I can understand newspapers' needs to reduce page sizes to save printing costs due to the decline in print advertising. As a marketer, I think the size reduction exacerbates the overcrowding of advertising making it more difficult for ads truly to stand out - one of the things that makes print advertising less attractive to begin with.

From the perspective of a fiercely brand-loyal reader and advocate of the St. Petersburg Times, your old layout was one of the things that made it such a pleasure to read. The copy and headlines breathed and gave the publication a visual identity that reflected and complemented its journalistic reputation.

Now with horsey headlines and cramped pages, you look just like "the other guys", and you know who I'm talking about. I will continue to try to read the Times, maybe online. But it's going to take a long time for me to get used to this new, reader-unfriendly design.

James A. Dodd, Tampa

* * *

Some of the new format is good, but now all three puzzles are in smaller print. Remember that probably 50 percent of your readers are older and we don't see well. The small print makes the puzzles harder!

I liked the old way.

Vera H. Staples, Hudson

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The new paper is easier (more comfortable) to hold. The many capsule briefs are welcome. The entire paper seems easier and quicker to read. In depth detail is available when needed. It is indeed better and a positive improvement.

Austin R. Curry, Tampa

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I have just completed my evening perusal of the new Times, and I must say that my eyes are very, very tired.

While I realize the new small size is probably far more efficient and sharp looking, the size of the type has made me reach for the magnifiers.

Sorry, but it's a big bust to me. If I can't see it, I can't read it. I would hate to cancel my subscription, but both my wife and I find the new style both confusing and tiring to the eyes.

If it continues on this way, it's goodbye Times and hello Trib.

Joe Kingdon, Largo

* * *

Regarding the St. Petersburg Times' "new look" - it's a little tabloidy and I need a magnifying glass to read the political cartoons and the comics, but I suppose I'll get used to it.

Joe Dunlap, Clearwater

* * *

Congratulations on your new look. It looks great! I also want to thank my newspaper carriers for faithfully delivering my St. Petersburg Times every morning. I can't start my day without it.

Thank you - the Times looks awesome.

Chris Keppeler, Clearwater

* * *

Maybe I'm just an old fogy who has a little more trouble finding - and then deciphering - what interests me in the paper, but put me down as enthusiastically pleading for a return to the old format.

Paul E. Lindblom, Largo

* * *

I'd give your redesign pretty high marks. With these caveats:

As you try to put the same content in a smaller package be careful you don't end up with a type-face and color salad bar. With practically every font available on everybody's computer, the temptation is to use a lot of them just because you can. Try to resist what could become too busy.

And don't believe everything focus groups tell you. A skilled moderator can get them to say anything.

The Times is a terrific paper. But the Web page/tabloid look may bring some problems with it. I'll bet you're not done with changes and that's good. A little restraint here and there will keep a quality feel. Art is knowing what to leave out.

Edward A. George, Largo

* * *

I guess it's just a sign of the times with the changes being made. I've read your paper since the late '60s. I know it's one of the best newspapers in the country. In fact, I think it's the second best paper I've ever read! I also know with print ads down, competition with the Internet, etc., it's tough to compete. Bottom line, I'm just glad you folks still put the paper out!

However, just for feedback:

1. Seems like I got a lot more ink on my hands.

2. It's too busy looking to me.

3. The comics are smaller and the ink was smeared from folding it.

4. It seems like there's more "bleed through" from the ink, and you can see the print on the other side, which is like a cheap paperback.

5. It looks more upscale and hip for the younger and computer savvy customer.

Thanks for your time and keep up the good work!

Charles L. Counselman, St. Petersburg

* * *

I really like the new look, especially the size of the paper, arrangement of sections. It's easy to find articles and to read!

Geraldine Plourde, New Port Richey

* * *

Surely you jest. This is the new look of one of the top 10 news papers in the country? The new font is more difficult to read, the crossword puzzle is so small that if you have already written a letter in the little tiny box, you can't read the number of the box so as to go back to the clue.

The whole look is USA Today, but definitely not the St. Petersburg Times. What were you thinking? Please bring back our St. Petersburg Times!

Harold Stevens, St. Petersburg

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My name is Quinn Lundquist, I'm 18 years old and attend the University of South Florida in Tampa (although my home is in St. Petersburg) and I'm an avid reader of the St. Petersburg Times. Ever since I learned how to read, I've read the Times.

The new look will take some getting used to, but I like it. One of my favorite things (being a big photography nerd) is the "World in a Snap" page, showing interesting pictures from around the world.

It's good to be "in the know"! Keep up the good work.

Quinn Lundquist, St. Petersburg

* * *

You asked for feedback so here goes. I love the new size. It's so much easier to hold and read while I eat breakfast. I miss the color weather map. I loved that. I enjoy looking at the colors, especially this time of year and seeing how all my friends and relatives up north are doing.

There's too much color in Section A. I felt it was kind of distracting to the paper. I'm not too keen on the superbold headlines for each story. Tone them down a bit. Otherwise, it's pretty good.

Thanks for your hard work.

Sue Charlip, St. Petersburg

* * *

I like the feel of the new narrower version of the paper. I did have a problem with the size of editorial cartoon last Tuesday. Pat Oliphant is one of the great cartoonists of the age. Both his text and more particularly his drawing are very subtle. The smaller size made it more difficult to read the text of the cartoon and it made it almost impossible to pick up on subtle facial expressions in the drawing. I recommend that you put a smaller and larger version of that cartoon side by side and have your editorial page editors look at the difference. I think you'll find that the new version really does a disservice to the quality of the cartoon.

Craig Runde, St. Petersburg

* * *

Congratulations and thank you for the new look! The new "packaging" is welcome as long as you maintain the newspaper's quality coverage and writing.

One suggestion: While the new type makes for easier reading (in my opinion), the smaller-sized comic strips are more difficult to read. You might consider eliminating the recently-added (humorless) comic strips to provide added space for a return to their previous size. Thank you!

Joseph Estrada, Crystal River

* * *

First of all, I love the new size. It's much easier to handle when you're sitting in a tight space like a bus or airplane. The new type will take some time to get used to, as well as the placement of articles and different sections. But change is good. We will adapt.

Now the down side: Sometimes when there are ads on a page, it's hard to figure what is an article and what is an ad - especially if they run side by side. It seems in the past, the larger ads ran across the bottom of the page and that was a lot easier to read.

Sorry, but the weather page is a mess. And the comics page -yikes! I can barely read the type, it is so small! You've scrunched it all together and it is almost impossible to decipher some of the text.

Overall, though, I like the new look. Keep up the good work!

Katy Gaudet, Clearwater

* * *

The new paper format and content are excellent, except for one area where the boat left without you.

The weather map is useless without color. You put color all over the paper and took it away from the area where color is most meaningful. The weather map is a graphical representation and color is essential for it to be easily comprehended.

Richard Oliver Mayer, Palm Harbor

* * *

I like several things about the new format of the paper. I really like the size, and I like the bold headlines on articles.

But as a middle age woman, I don't like the lighter type used under some of these headlines. I find it hard to read. I also don't like how the comics have been crammed in, using smaller type that is, again, harder to read. Since a large portion of your readership is older, perhaps they feel the same way.

I thought what you had was a good format. Sometimes we shouldn't fix what isn't broken.

Joyce Lindsey, Tarpon Springs

* * *

I love it! Your paper is smaller but you managed to get more stories and articles into it than before. It's also easier to read and find stories.

Just do me a favor. Please don't go crazy and think about changing your TV Times. It's perfect the way it is. I dropped your paper for three years because you changed it once before. Celebrate! You earned it.

Monty Melville, Largo

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I think all the new formats are great for the St. Petersburg Times and best of all the size of the paper.

Thanks for all these improvements.

Jim and Mozelle McKenzie, Inverness

* * *

The font style of the St. Petersburg Times was the very thing that set your paper apart and made it one of the best in the country. The other changes to the paper such as adding color were great improvements. The font change on the other hand was not a good move. The old font was much easier on the eye and should have not been changed. I may as well pick up the Tampa Tribune.

Chris Bauman, Largo

* * *

I really do not like your new look and have to wonder whose opinions you surveyed.

The Opinion Page seems all squished together; the weather, which was easy to read and easy to find, is now smaller and harder to read and certainly not colorful; articles and stories have different titles if they run to a second page and seem to be harder to find; comics and Floridian articles are all crammed together and the print seems much smaller.

I also think the columns now running down the left side of paper would be easier to read on the right side.

I gave myself a little time to get used to it but I really do not like the "new look" you seem so proud of. Sorry.

Sally A. Gasky, St. Petersburg

* * *

I am disappointed with the new format of the St. Petersburg Times. I'll probably recover, but right now I feel sad, like I've just lost a dear friend.

You became one of the best newspapers in the world because you are a "news" paper. The new look and feel looks and feels a lot like "dumbing down."

If I wanted to read People magazine, I'd have bought one. Wish you hadn't done it.

Wendell Brooks, Dunedin

* * *

Your new format is nice, but the crossword puzzle is way too small. It makes it very difficult to do. I know this may seem insignificant but I look forward to doing the puzzle every day and it is way too hard to do now.

I have been a subscriber for more than 40 years. Thanks and keep up the good work.

Eileen Conte, St. Petersburg

[Last modified October 23, 2006, 08:23:30]