The free daily newspaper formerly known as 24 hours revealed a complete rebranding Monday.
The newspaper—operated by Quebecor Media subsidiary Sun Media Corporation—has localized editions available in Toronto, Vancouver, Edmonton, Calgary, Ottawa and Montreal. Each has the new, graphics-heavy look.
The stories have been shortened and more visuals are being used “because we understand that people don’t have time in the morning to read for a few hours, otherwise they would [read a paid newspaper],” said 24hrs vice-president Lucie Leduc. “It’s more like news flash stories.”
In addition to its existing news, sports, entertainment, classifieds and games sections, 24hrs now also offers lifestyle, automotive, finance, careers, homes and education sections. Existing sections, said Leduc, will continue to include local content for each of the six markets, such as local columnists, but the newly added national sections provided better opportunities for national advertisers.
She added that the new sections help cater to 24hrs’ nearly 50/50 male/female readership.
According to NADbank 2012 figures for “all markets, read yesterday, 18+,” the newspaper brand has more than 1.1 million daily readers.
In conjunction with the new format, 24hrs also started a contest on Monday that runs until Oct. 14. Readers can visit www.24hrscontest.ca and describe what they enjoy most about the newspaper’s new format for the chance to win one of five all-inclusive getaways for two to Cuba, Mexico or the Dominican Republic.