Ron Reason’s recent redesign of Creative Loafing (Atlanta) was a bold articulation of the notion that any redesign effort should consider the question of revenue. His fresh treatment of alt-weekly mainstays such as the adult classifieds — rebranded as “wink*” in Atlanta — and use of creative advertising concepts like peel-away ads are just two examples of how a redesign can “give advertisers a reason to be excited about print again.”

Can a similar approach work for your paper?

Reason will be in Toronto to provide a peek into the Atlanta alt-weekly’s makeover and share tips on how to approach the overhaul of your print product, including the often overlooked task of incorporating your sales team into the process. Ron Reason is a visiting faculty member at The Poynter Institute and a design consultant who has assisted a variety of newspapers and magazines across the globe in rethinking the visual aspects of advertising.

“I always advise clients: why just switch fonts? Why not redesign for growth?” Reason explained on his blog. His session will leave you with plenty of ideas on how to lure in new clients with innovative marketing offerings that blend seamlessly with editorial content to create a finished product that advertisers will want to be a part of.