Detailed research – and enviable reader demographics – have prompted the first major design change at The Kitchener-Waterloo Record in more than 10 years.

Owen Lackenbauer, marketing manager for the Southam-owned Ontario daily, says research showed readers wanted more local coverage of education, business, crime, health and fitness and entertainment, and stories with more regional context and insight.

Also, Lackenbauer says, the Record has experienced ‘tremendous’ growth in readers 25 to 49.

The first new look paper came out Oct. 22.

Design changes include new typefaces and a page layout that makes it easier to find articles. DC