newspaper design
classified design
web design
online design
newspaper redesign
classified redesign

The Birmingham News

Birmingham, AL
152,000 daily circ.

Larry Leibengood, Classified Advertising Manager


Strengthen the connection between print classified and
• Emphasize that print classified and are the best sources of local classifieds, local jobs, local autos and local real estate
• Include “” in the banners for all classified products
• Include “” at the top of all classified pages
• Include “” within each category’s in-column mini-index
• Include “” in promotional ads and fillers

Strengthen the classified brand
• Redesign all classified products to provide them with a consistent look and feel
• Create more space-efficient classified banners, so they can be used consistently 7 days a week
• Rename employment and automotive sections to increase consistency and their tie-in to

Make classifieds easier to read
• Increase legibility of liners while retaining character count and line count
• Determine the optimum density for screen ads to preserve legibility while maintaining contrast with unscreened ads

Make classifieds easier to use
• Increase the legibility of in-column classification names to make them easier to find
• Add geographically descriptive names to each “area” within the real estate classifications
• Add promos to the fronts of all classified sections that direct readers to other categories of classified advertising when these categories appear in other sections
• Eliminate all unnecessary content from classified banners to give greater emphasis to the most useful information - phone numbers, 24/7 access and
• Create two models for classification headings to determine whether numerical classification system is truly useful
• Redraw real estate locator map to make it easier to understand

Enhance the appeal of classified sections
• Redesign all banners to enhance their appeal
• Move Bargain Bonanza ads to higher-profile position on the first page of classifieds
• Change the order of classes to begin classified with private party ads
• Create a special presentation within the animals category for tributes and memorials
• Create two design strategies for advertorial sections (Automotive, Health Care, etc.) that begin stories on the cover and jump inside vs. providing a “window” into the section to better promote the content inside
• Redesign cove of Jobs tab to work better in free-distribution racks/shelves
• Create two design strategies for Real Estate using the cover and/or page two to promote more advertorial content, advertising and lists
• Create a special section within Real Estate for rental advertorial content
• Preserve the distinctive look and appeal of Real Estate, while moving it closer to the look and feel of the other classified products