The Australian has announced major editorial format changes and a new branding campaign.

The newspaper will feature an extra page of both World News and The Wall St Journal as well as a renewed features section titled A Plus. A Plus will house a daily feature, two pages of arts and entertainment as well as a revamped TV page and a new games page. The arts pages will include swing-to-state content.

Chris Mitchell, editor-in-chief, said, “The latest audit figures prove The Australian‘s sales are strong and performing exceptionally well in comparison with all other major daily newspapers. The time is right to build on this market advantage and from it leverage further sales.”

The new editorial format is backed up with a 12-month branding campaign entitled ‘Think. Again’. The campaign uses aspirational messages delivered by prominent Australian personalities and thought leaders including Philip Adams, Ray Martin, Tetsuya, Gerry Harvey, Peter Cosgrove, Grant Hackett, Tim Horan, and Collette Dinnigan.

The Weekend Australian will reflect the changes with a comprehensive redesign and its Review section becoming a magazine style insert. The Weekend Australian Magazine will also be redesigned.
The newspaper hopes the moves will capture more readers and grow its sales base.

“This is the biggest investment in a pure brand campaign for the masthead in years and we are using print, television, outdoor, radio and online to drive home the message that The Australian is for intelligent and thoughtful Australians,” said Mark Cowie, The Australian sales and marketing manager.