The Leader

Issue date: 4/23/09 Section: EXCLUSIVE!

Milwaukee- UW-Milwaukee's arts & entertainment paper changed its look this fall by converting from the traditional newspaper style to that of a newsmagazine to better accommodate its content.

Time for a change
The change came about after The Leader lost funding this past spring due to miscommunication about expenses. The Leader became an independent newspaper and had to get by on advertising revenue from past semesters.

Despite these setbacks, The Leader wanted its readers to know that they are still getting by, and that a lot of hard work goes into the bi-weekly paper.

"The paper is doing well on terms of staff, getting a new printer, and content," says Carolyn Umfress, The Leader's managing editor. "I felt that since we were doing so well in these areas that the format would also give the idea to our audience that we are a successful paper. We do have obstacles, and even though we are poorly funded we are getting by."

A perfect fit
The new format is somewhat artsy, which is fitting to an arts and entertainment publication. Umfress said, "Since we are an arts and entertainment paper, we should kind of have that (artsy) appeal." Umfress also feels that the new layout would give the designers more flexibility and allow them to be creative. Layout designer Erin Wolski says the new format did just that. "I like having a little more freedom with my design, and that's what the magazine format has allowed me to do."

The Leader's change represents a growing trend in the U.S. for newspapers to stay in print. Newspapers are rapidly losing readers to online news outlets because of the convenience of the internet.

Newspapers have to try whatever they can to grab viewers' attention away from their competition. The way The Leader did that was a complete image change.

Standing out from the competition
For years, The Leader has competed with another popular UWM student paper, The Post. Though the two differ in content, they still compete for student readership, and members of The Leader hope their new format will help them stand out more. The Leader still has the same arts and entertainment content it has had all along, but is designed to read like a magazine. The front cover is dominated by a full picture, along with The Leader's title across the top in bold letters. Umfress thinks the cover is artistic. She says it is "more like a piece of art, to appeal to the arts community." Upon opening the magazine, the inside cover contains a table of contents, a new feature that The Leader didn't have with its previous format.

Wolski says The Leader is unique in both its appearance and its content as well. "We have more edgy quality and speak our minds more. I think we have a lot of character that goes into it."

One reader who agrees that The Leader has character is Matt Zeman. Zeman says of The Leader's new format, "I like it probably better than I liked the old version. I think it kind of sets itself apart from other magazines and newspapers around campus.

Zeman, who loves all kinds of movies, was pleased to see that The Leader still kept their film review section. The films are given a rating of up to 5 coins instead of the traditional star rating system. The individual pennies pictured after each review are unique to The Leader.

Moving forward
Umfress said the paper's new format has been called professional, classy, and amazing. "The new format has allowed for more artwork and photography to be featured and because of it peoples' eyes are getting caught."

The staff of The Leader has hopes that the new format change will bring about positive feedback, and show people The Leader's potential. Umfress says, "The statement I hope this paper makes is that we are professional; dedicated; and that the Leader is so much more than some organization on campus."

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