Many out there know the title on my business card is C.I.A.O. That stands for Chief Imagination and Acceleration Officer. Now, what the heck do you suppose that means?

There IS a reason - and, even a legitimate story behind such a funky title...

...upon arriving at Belden Associates, we conducted a traditional S.W.O.T. analysis. The only twist was that we identified the Strengths, Weaknesses, Opportunities and Threats of both the newspaper industry and Belden.

It'll probably come as no surprise that Speed (or lack thereof) was one of the biggest industry weaknesses. And, internally, while there is little we can do to alter the length of time it takes to conduct telephone interviewing, we felt our speed - from a final questionnaire to the delivery of results - could be improved. That's one of the reasons we now have increased the focus on the internet and regularly review our processes. The sooner we get findings and recommendations into client hands, the better.

So, I decided the humble business card could be a tiny part of the solution, and serve a marketing function at the same time.

Whenever it is handed out, there's an inevitable conversation about what the C.I.A.O. stands for and I recite the brief story of its origins.

Why?

To be different. To do more than perfunctorily hand out a card, but to share some insights about us. To begin a conversation. To differentiate. To plant an embryonic relationship seed. To be distinct. To cause the recipient to ask a question?? It is literally a sometimes futile attempt to be remembered - yet, hopefully, in a favorable light.

That's why.

This is a point which will become increasingly important to newspapers. We MUST be distinct and different. Not just in our looks, but also in how we relate to our audiences.

Advertisers advertise because there are so many brands. I learned in a recent presentation there are 250,000 supposedly distinct brands clamoring for attention. No wonder advertising can be so critical to a service or product hoping to earn consumer loyalty.

The same applies to the increasingly fragmented, repetitive, media 'muzak' that so many of us consume. The only chance for an advertising message to stand out is on a distinct, differentiated medium, that can eventually be targeted so we are certain the message is being received. Better yet, acted upon! Newspapers can do that - but, NOT if they get consigned to mediocrity or get permanently lumped in to the boring category.

The reasons to contemplate any redesign (of virtually any product!) are to create a more visually appealing product, to increase user functionality AND to look and feel different than competitors, as well as the previous iteration.

Sameness is a death knell.

The 'boring' label has been trotted out far too often as it describes many newspapers. Boring is beyond bad.

One of the reasons there's been so much conversation about compact or tabloid newspapers comes down to one simple attribute - they are different!

It turns out consumers really do prefer the smaller size (we've done multiple studies to support this conviction!), but it also creates a difference from what the paper was and distinguishes it from other broadsheets. European trends suggest the tab will become the dominant format and the broadsheet a rarity. How long will that last? Perhaps the pendulum will swing again? Who knows? Our bet is some newer format or platform will emerge.

No doubt you can think of several old fashioned, mundane appliances or tools or consumer goods which have been reengineered (in plainspeak that would be redesigned) and now look COOL! OXO kitchen tools, the VW Beetle, the Ipod, or , take a look at the very sleek new design of the very 'ordinary' underarm thermometer by Vicks. That's the type of design - different and more useful - which will endear itself to consumers endlessly.

Consider this prediction - the first newspaper to create a genuinely new design and look will advance their emotional connection to the readers (and, better yet, non-readers) and see circulation grow very quickly. Heck, we'd even settle for a clever, inviting, unique single copy rack. At the very least, use more than one side to promote the product in the box!!

Don't get us wrong. Content is very definitely a vital part of any new 'design'...nothing about that has changed. Adding some color here and rails there, with a dash of promotion is more than just fine; it should be applauded. Especially, when guided by research. But, combine compelling, useful content that resonates with target market segments and deliver it in or on the right platform, and more news and information WILL be consumed. Period. Combine content, platform and distribution in a way which is different and way that establishes an emotional connection with the end user, and guess what, you've shifted the paradigm in a way that will be incredibly rewarding. Go for it!