报纸业的新一轮出击

es plenty of space to the fine arts, jazz, theatre, etc . . . But we don't want to be thought of as the Kiddie Trib or Tribune in Training Pants. I don't think we want to be seen as condescending, phony, or the too-anxious suitor. The people in this city are wise to that – you try to be cool, and it's death. The people are too sharp and would sniff that out right away."
Knowles now defines his paper as one for people who don't have the time for a full-service paper and agrees that while he hopes to attract younger readers, any more readers will do.
Gardy and Knowles both admit to refining their editorial focus since launching. Gardy says he is now more willing to put hard news on page one. "We are, after all, still a newspaper," he says. "When there's a big news story we clear our stands much quicker."
Knowles says Red Eye is ahead of schedule on advertising content, but adds: "I wouldn't call it a [financial] success yet, but the Tribune is letting it finds its roots. There is no time limit."

   
　
Gardy says MX was launched with an expectation that it would be profitable within three years. "It has a tremendously positive feel," he says. "You go into the railway stations in Melbourne and it's wall-to-wall MX.
"We take potential advertisers for a train ride . . . from the city to South Yarra they see people with their noses in MX. It works best for clients who make their ads especially for our market, and we are getting the telcos, banks and Melbourne CBD retailers to stay with us."

The challenge of attracting younger readers is not limited to the frontline experiments such as Metro, MX and the Reds. Editors of all mainstream newspapers – daily or Sunday – face the task of trying to deliver full service to all demographics, while wooing younger readers.
Jeni Cooper, editor of the top-selling Sydney paper The Sunday Telegraph, says when she took over the job four years ago there was a glaring deficiency

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