Editorial: The new Strategy: more reader-friendly

This, the 136th issue of Strategy, marks the first major alteration to the look and structure of our newspaper since it was launched five and a half years ago.The journey, by any measure, has been breathtaking, from that exhilarating September day...

This, the 136th issue of Strategy, marks the first major alteration to the look and structure of our newspaper since it was launched five and a half years ago.

The journey, by any measure, has been breathtaking, from that exhilarating September day in 1989 when the first copies rolled off the press and into the hands of an eagerly awaiting marketing community still flush with what, from today’s perspective, seems like an almost unimaginable late-’80s prosperity.

Little did we know at the time the bubble was about to burst later that very same fall, and that marketing, along with so many other industry sectors, would sink into the worst recession this economy has known in more than 50 years.

The ride has been rough, without question. But, it has not been all bad. These past years have had a purgative effect. The survivors have prevailed and the inventive have flourished. As someone once said, ‘Bad times are good times for good people.’

So much has passed through these editorial pages, such changes, so many of them seeming, as they broke, to be more groundbreaking and precedent-setting than the ones before.

Few will argue that the face of Canadian marketing and advertising has changed dramatically – and, according to many, permanently – from the time we began reporting on it. It seems fitting, therefore, that we now present our readers and advertisers with a new face to our publication, a modernized and restructured Strategy.

Although the editorial and design changes are being presented with something of a flourish in this issue, much had already been quietly and gradually incorporated into the paper over the years and is part of an adjustment process that, for us, never stops.

Working with the Toronto graphics company Jill Dickie Design and illustrator Sheila King, we have consolidated these changes into an updated look that makes Strategy a more attractive and easier-to-read package. We’ve changed both the graphic presentation and the organization of our news.

From now on, the significant news events of each two-week cycle will be packaged in one section that will appear in the opening pages of the paper. News will no longer be compartmentalized by Client, Agency and Media special interest. The priority in the news section will be on stories that are of broad importance to the Canadian marketing community. Some popular features established in our early days and enhanced since then, such as ‘Accounts in Review’ and ‘On the Move’ will remain within this News section.

‘News’ will be followed by a new section named ‘Perspectives,’ which will combine all the provocative and informative points of view of our columnists, news analysts, guest writers and letters-to-the-editor into one section of industry opinion.

The third section will be devoted to Special Reports, the area within Strategy where we take an in-depth and lively look at the marketing industry sector by sector.

In short, a new-look Strategy that builds on what we’ve done and looks ahead to the best that’s yet to come.