Independent research firm Interrogator carried out a series of in-depth interviews with different types of readers and two focus groups. The key message to emerge from readers’ responses was that they wanted a brighter, easy-to-read magazine that gave more space to different opinions.
Editor Stephen Cook and his team began updating and improving content while design director Wayne Ford worked on creating a new look for the magazine.
Ford said: “With the redesign of Third Sector we sought to create a more contemporary and flexible design whilst retaining the overall feel of the existing and established brand identity.
Greater emphasis was placed on clearer navigation combined with more white space, the use of larger pictures and stronger typography helping to create a more accessible magazine – without compromising the level of content that the reader requires.”
The first redesigned issue appeared on May 18. Publishing director Richard Watts says that Third Sector has since “been inundated with messages from readers who find the magazine clearer and easier to read. We look forward to continuing to serve the sector as we have since 1994.”
Third Sector’s weekly web summary has also been updated and the website will be redesigned and improved later in the year.