A new publisher’s got a lot to think about: cash flow, staffing, profit and loss, circulation, paper costs, internet presence — and that’s just for starters.

Eventually, he’s going to want to focus on the paper’s design — because he understands that the visual impact of his newspaper is critical to its success with both readers and advertisers.

What does he need to know? What are the questions he needs to ask so he can take a leadership role in the design process?

It’s not important that he know all the details, or even that he remember them if he’s told. What is important is that his managers — especially in the newsroom — know the answers and be ready to respond when asked.

If newsroom leaders can’t offer ready responses to any of the following questions, it’s a sign that someone isn’t giving the newspaper’s design the attention it requires.

These 25 questions (some with follow-up questions) will help any publisher know more about the design of his paper—and how well that design is being shepherded by his newsroom.

25 questions a publisher should ask about the design of the newspaper:

1. What is the size of our text type?

2. What is the spacing between lines of text?

3. What is our text font? Why that one?

4. What is our display type face? Why that one?

5. What are the rules for the use of non-standard typefaces?

6. Why do we use (or not use) page labels?

7. Do we have a consistent style for labels and other standing elements?

8. How wide are our gutters?

9. Why that width?

10. What unit of measure do we use: picas or inches (or other)?

11. What are our rules on color use?

12. Do we have a signature color? What is it?

13. Why do we have certain pages positioned where they are?

14. What pagination software are we using?

15. When was the last time we upgraded our software?

16. When was the last time we redesigned?

17. Why did we do it then?

18. How is it holding up?

19. Do we have a design style guide?

20. When was it written?

21. Who wrote it?

22. Who is in charge of updating it?

23. When was the last time it was updated?

24. Whose responsibility is it to keep the design on track?

25. When did we last do a focus group looking at the design?

If the newsroom can answer these questions without hesitation, the new publisher can rest assured that someone is looking out for the well-being of the design.

FREE DESIGN EVALUATION: Ed Henninger offers design evaluations—at no charge and with no obligation—to readers of this column. For more information, check the FREEBIE page on Ed’s web site: www.henningerconsulting.com

ED HENNINGER is an independent newspaper consultant and the Director of Henninger Consulting. Offering comprehensive newspaper design services including redesigns, workshops, staff training and evaluations. E-mail: edh@henningerconsulting.com<\a>. On the web: www. henningerconsulting.com. Phone: 803-327-3322.