WHAT'S NEXT: INNOVATIONS IN NEWSPAPERS

An excellent TV commercial for the new relaunch of The Observer.

Another redesign for a newspaper with good design but mediocre content.

The Observer versus The Sunday Times is like a David versus Goliath battle.

Yes, we need less pages.

Less sections.

Less fat.

Less noise.

Less copycats.

So, more (and meaningful) pauses.

More (and better) reviews.

And more (and smarter) reflections.

Right now The Observer is not very compelling.

So, you cannot change only with brilliant promotional campaigns.

You need to deliver a great and unique product.

A different and better one.

Today, all the Sunday quality papers in the UK try to emulate The Sunday Times.

And you never will become a leader just imitating and following the leader.