THE BACK PAGE PROBLEM: LA VANGUARDIA’S GREAT FORMULA

Files under General | Nov 30th

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Front pages are evolving.

You will find new ideas all the time.

But, what about the back page?

Well, that’s a real problem.

My experience is that the last page is one of the most boring ones in any newspaper of the world.

If advertisers were smart they will sell it every day.

But, you know, they are busy just getting easy money placing ads in TV, does not matter if they are a waste of money for their clients…

Then, there is the “second” front page solution, with sports as an option.

Wrong.

Readers are always confused with this option.

What about a summary like “the paper in five minutes”?

No way.

The last thing that we need today is to say our busy costumers that they can “read” a newspaper in five minutes…

What about an interview?

That’s better.

But only if you do what LA VANGUARDIA in Barcelona has been doing in the last few years with LA CONTRA (THE BACK).

A team of three reporters (Victor Amela, Ima Sanchis and Lluis Amiguet) share the responsibility for what has become the most read and popular daily news feature of the paper.

The “formula” is as simple and smart as this:

Select an “offbeat” person.

Add a visual portrait.

Include a self-presentation.

Plus a short background about the personage.

And casual Q&A.

The secret is the selection of the person and the non/conventional interview.

Always very relaxed.

Informal.

Funny.

Fresh.

Provocative.

It’s a pity that LA VANGUARDIA’s website is not open but, believe me, this a great innovation.



One Response to “THE BACK PAGE PROBLEM: LA VANGUARDIA’S GREAT FORMULA”

  1. Fired says:

    The French daily Liberation is publishing every day a “portrait” on its last page and it is the most read and popular daily news feature of the paper.

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