Colombian daily El Tiempo, owned by media group Casa Editorial El Tiempo, introduced changes on both print and online editions yesterday, ColombiaReports.com reported today. The most prominent changes include switching from a broadsheet to a tabloid size, as well as switching the paper's signature colour from red to blue, and changing categories for online in both print and online, due to a new concept created by the publisher. The changes will change the way ads are sold for both platforms.

The redesigned print edition of El Tiempo unveiled yesterday presents a different approach to content and its flow throughout pages, according to a blog post on GarciaMedia.com. The changes to the newspaper's print and online editions have been carried out in co-ordination with the Garcí­a Media Latinoamérica team at Buenos Aires.

Image Source: GarciaMedia.com

As observed on the newspaper's website, the traditional news sections have been changed to "Debes Saber" (you should know) comprising of the news, "Debes Hacer" (you should do) which contains culture and "Debes Leer" (you should read) that provides analysis and opinion, according to Colombia Reports.

Advertising on the newspaper will be sold according to the three sections in three different colours: Debes Saber(Blue), Debes Leer (Green) and Debes Hacer (orange), according to Santiago Alvarez, advertising director at El Tiempo, GarciaMedia.com reported. The blue section that covers front page and breaking news will have the highest premium for advertisers, followed by 'Debes Leer' in green comprising of editorials and columnists, and finally the orange color 'Debes Hacer' section covering lifestyle topics such as cinema, restaurants, concert promotions and much more.

When quizzed about the reactions of advertisers to the introduction of new concept by the newspaper, Advertising Director Santiago Alvarez said: "There was NO problem of perception whatsoever about this new concept. In fact, the segmentation of content has been a plus for us so far." He further added: "We had projected advertising sales of about US$400,000, but we are now at US$550,000. This is very good and speaks volumes for the interest that our advertisers are showing in how the new content is distributed and how they can attract new clients to their products."

In other news, a new newspaper will be launched by the publisher in Colombia on October 12 called "Diario Mio" ("My Daily"), featuring celebrity news, city life and sports for its readers, will appear in the streets of Bogota. The soon to be launched newspaper designed by Cases & Associates will cost 500 pesos, the blog post on GarciaMedia.com reported.