Scott Santo, Marketing Director
Philadelphia, Pa.—March 30, 2004—Review Publishing, parent company of Philadelphia Weekly, announces the re-branding of its flagship newspaper. Effective March 31, 2004, Philadelphia Weekly introduces a new cover and marketplace identity: PW. A refreshing new design and layout will enhance the reader’s navigation through the newspaper.
PW will continue to provide its compelling news features with an alternative point of view, comprehensive arts and entertainment listings, and advertising with essential messages—a complete package on where to go, what to do, where to live.
The new PW logo will be anchored at the top right position on the cover every week, providing maximum space for cover design and the legendary headlines that capture the attention of Philadelphia readers every Wednesday. PW will also appear on more than 680 refurbished news boxes and hundreds of racks found throughout the Greater Philadelphia region.
The redesigned interior will improve navigation and readability, making PW a more memorable read that differentiates itself among others in the marketplace. Garcia Media, experts in newspaper redesign, assisted in the new brand development and design project.
This evolution began in December when Philadelphia Weekly improved its Arts & Entertainment presentation by adding new A&E editor Doree Shafrir (previous editor of GO, Campus Philly and PW’s niche college publication) to the staff and a full-page gateway making a clear entrance into the A&E section.
A multi-layered media brand campaign, created by Caspari & McCormick of Wilmington, Del., will announce the new brand and design.
These evolutions are a result of months of research, reader interviews and an overall commitment to enhance the newspaper and reassert the brand as the leader in the region. PW provides a dynamic, alternative voice in the community and a valuable results-driven advertising medium for its diverse, sophisticated and attractive readership.