At 6 a.m. on Oct. 21, print subscribers to the Montreal Gazette received a new-look newspaper focused on news analysis. At 6 p.m., they read the first edition of a magazine-style iPad app. In-between, they were able to access a smartphone app geared toward millennials with short snippets of local news, as well as a new responsive website.
The four relaunched products constitute an effort by Canadian newspaper chain Postmedia to reach audiences it sees as distinct based on audience research:
- Smartphone users, age 18-34
- Tablet users, age 35-49
- Print readers, age 50-64
- Web users, age 18 and up
Postmedia used a research firm to survey 17,000 people across Canada, with more than 2,000 of them located in Montreal, to determine what readers wanted from the four platforms. It rolled out its first big newspaper transformation at the Ottawa Citizen in May, launching smartphone and iPad apps and differentiating content based on audience profiles developed from the research. Read more