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Het Parool: a new Dutch tabloid
From its establishment in September 1944, the Dutch Parool Foundation continues to practice its mission...
To influence public opinion by publishing writings in the spirit of the ideas proposed by the illegal newsletter Het Parool. 
Shortly after liberation editions of Het Parool appeared in The Hague, Amsterdam, Rotterdam, Eindhoven, Apeldoorn, Enschede, Zwolle, Groningen, and this one, Utrecht, May 8, 1945. According to the International Institute of Social History the tremendous popularity of this daily during the fifties and sixties was probably not related to its political mission or its news coverage. Three special columns made it very attractive to the public: 'Kapitein Rob', 'Amsterdams Dagboek' and 'Kronkels'. In these columns, the favourite Parool themes of freedom, equality, and democracy may be discerned. The archive of the Foundation shows however the continuous struggle to keep the newspaper alive financially. Even now facing hard times the Amsterdam's newspaper show guts by switching to a new tabloid format on March 31, 2004. Medialog.nl complimented Mario Garcia, the designer of the new tabloid, and wrote that the tabloid format is user friendly in itself. The new lay out of Het Parool can be judged as clear, light, well-structured and calm. The ad campaign (printed ads, outdoor advertising, an event and tv and radio commercials) developed by Dutch ad agency UbachsWisbrun communicates the new tabloid format and focusses more on Amsterdam - Het Parool's place of birth - than before, with the payoff 'Geef mij maar Het Parool' ('Just give me Het Parool'), which can easily be adopted in everyday language.
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posted by BlogFonk: Tuesday, June 29, 2004 [#] Erms Suripatty