Last Updated: December 29, 2000
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Pages across
America
Lexington gives new destinations to readers
By Pam Luecke
In addition to having eye-catching section covers, the Lexington Herald-Leader
recently created several “destination pages” inside the paper on various
days of the week. Our hope is that each will build a loyal following
of new readers, especially those not attracted to conventional news.
Take2
Last fall, we transformed the second page of our A section into a lively
compilation of tidbits including:
• what’s happening today in our community and on TV;
• a sassy “people” column with celebrity news and birthdays;
• “quick hit” entertainment news;
• a cool website and a brief description of what you’ll find there;
and
• lottery numbers.
Called “Take2,” the page has a bit of attitude in both design and writing
and has become a must-read before the more substantive Nation & World
news, which begins on A3. Take2 replaced a daily news briefing, which we
suspected had run its course. “Take2” content is wire and staff material,
assembled by our features, copy and design staffs.
Frontiers
Our weekly science coverage had been clustered on a partial inside page
somewhere in the Thursday newspaper. Its content was exclusively wire,
with a small illustration at best. Last year, to respond to greater
reader interest, we cleared a whole page for science content, anchored
inside the second section each Thursday. If an ad has not been sold for
the section back, we claim it to use color.
We named the new page “Frontiers” and attempt to gear its content to
both young and old readers interested in pure science. (We regularly feature
stories about health and technology elsewhere in the paper.) The
page features a meaty wire piece on a timely science topic, with an eyepopping
photo or graphic. It also includes a rail of science briefs and news
of upcoming science-related events in the community. The bottom of the
page is anchored with a Q&A on science-related questions and a short
staff-produced feature called “Animal Life,” focusing on one animal or
insect. The content appeals to younger readers but certainly does not preclude
adults.
Except for “Animal Life” and local calendar items, the source of Frontiers
is still wire services. Story selection, editing and page design
are local and we attempt to present the material in a way that makes science
news inviting and intriguing.
U.HQ
Because Lexington is a university town, we pay a lot of attention to
higher education and campus issues. We gave college-related content
a big boost last year with an anchored Monday page within the City &
Region section, called “On Campus.” With help from stringers at the University
of Kentucky and other regional colleges and universities, the page featured
articles and briefs about student life on various campuses throughout our
circulation area. It also included a list of campus events that might not
have a home in our other entertainment listings.
During the page’s summer hiatus, we asked our student interns to critique
last year’s pages and made several changes. They told us, gently, that
“OnCampus” sounded and looked more like a page for their moms and dads.
So we’ve reintroduced the page with the name “U.HQ” and a hipper
design with more short items and entry points.
The theme of the first several U.HQs was “College Survival” and included
the advice that “you’re going to have to get something pierced.”
No word yet from Mom and Dad.
Luecke is editor of the Lexington Herald-Leader and a member of The
American Editor committee.
