Can Anything Save Newspapers?
Jacek Utko is a newspaper designer with a background in architecture. He believes that good design can save the newspaper business. Form follows function. Design follows content.
Circus Inspiration
Utko was inspired at a Cirque du Soleil performance. Cirque du Soleil turned the old, stodgy circus industry on its head with fresh & new performances. The entrepreneur driving Cirque du Soleil, Guy Laliberte, achieved Forbes 400 status in the process.
Utko knew he could do the same thing in the newspaper business.
Awards and ROI
Some designers win awards. Utko’s newspaper designs win awards and they increase circulation. A Bulgarian newspaper saw a 100% circulation increase over three years after Utko applied his skills.
Improving the Product Completely
Some newspaper owners complained about Utko’s approach, wondering why he would ask so many questions about their business. His answer: Good design can reform a company.
Utko takes the architectural rule, form follows function, and applies it to the newspaper business as design follows content. The result is an improvement in the entire product, not just the look & feel. Product improvement drives increased circulation which in turn drives an improved bottom line.