Memo Alert: Abrams On SunSentinel Redesign

Tribune Co. "Chief Innovation Officer" Lee Abrams gave his thumbs-up to the Sentinel's redesign this morning.

"They threw out the playbook, and re-invented themselves in a way that not only addresses the market realities, but delivers an outstanding product," he wrote in a companywide memo this morning. "Earl Maucker, their editor put it best: Intelligent ... but un-conventional."

Here's the complete memo:

From: Abrams, Lee [mailto:labrams@tribune.com] Sent: Mon 8/18/2008 8:40 AM To: Abrams, Lee Subject: THINK PIECE: THE REBIRTH OF THE SUN SENTINEL

I arrived here on April 2. On April 3, I receive a call from [Tribune Co. VP] Bob Gremillion asking if I could visit Ft. Lauderdale. I was on the next Southwest flight, and there began a journey to help re-invent the Sun Sentinel.

Yesterday, they launched with their re-invention. I think it reflects the vitality and sprit of South Florida, and based on the early reactions, the locals agree. The great thing about this project was that Howard Greenberg, Bob Gremillion, Tim Frank, Earl Maucker, Jeff Levine and too many other to mention, got INTO the challenge, and delivered. There was zero whining or "We can't put out a quality paper and deal with the economics at the same time". They threw out the playbook, and re-invented themselves in a way that not only addresses the market realities, but delivers an outstanding product.

Earl Maucker, their editor put it best: Intelligent...but un-conventional.



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