South African Sunday newspaper City Press relaunched with a new look and more content yesterday, aimed at appealing to a larger mass audience, TheDailyMaverick.co.za reported.

The paper will celebrate its 30th birthday soon, with the newspaper announcing: "We've given ourselves a makeover to reflect our role in the 21st century and as an expression of our highest aspiration, which is to be South Africa's leading Sunday newspaper - a read of black excellence and one we want to make an essential in all South African homes."

The revamped print edition includes two new sections, one focused on arts and entertainment, called "Seven," and one section called "Voices," which showcases the writing of top authors and figures, such as Kofi Annan, Babalwa Shota, Piet Rampedi and more.

"City Press has always been a paper of black excellence, but we want to broaden our appeal and create new onramps for a wider readership," said Ferial Haffajee, editor of the City Press, according to DailyMaverick.

The new look was created by top newspaper consultant Peter Ong, who also redesigned Singapore's New Straits Times and the Sydney Morning Herald.

Citing the Poynter Institute findings that suggests most readers tend to stop reading after 600 words, Haffajee said articles will be shorter. "There will be fewer words, but the stories won't be 'dumbed down.' Readers can expect the sense of a leisurely read that isn't choked by text."