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. Read more