The Winnipeg Sun Re-Design

The Winnipeg Sun under the Klein Group has tried to distinguish itself from Postmedia Sun and National Post papers since the purchase in 2024. The first obvious step was the paper format with a switch from tabloid or broadsheet. It's actually a hybrid with sports tabloid inside a broadsheet. The font and the marquee also were also new. In fact, some said it looked like Free Press. I credited the Sun for local ownership which the Sun had lost way back in the 1980s.

It is expensive running a newspaper. However, it is possible to generate income if the product gets subscribers, advertisers, sponsors and finds their audience. Print newspaper remains where best profit is but newspapers like the New York Times, Wall Street Journal and Minnesota Star Tribune make money in a variety of ways digitally and with specialized products like Wordle in the case of the Times.

The Sun digital web page leaned too heavily on the Sun look. Now it looks cleaner and more focused on news with sports and opinion following. Video media was left to the bottom of the page. The Toronto Sun and their group has the videos prominently on the side. It always looks cluttered,

The Conservative opinion in The Sun is not a problem unless it can't make money. If the Klein Group doesn't look at increasing its sports and entertainment as well as news reporting, it risks not growing its audience. It really needs to have a reporter who travels to away Jets games. How that is funded, I'm not sure. I think it has to be a presence on something like YouTube that pays for the news content.

Make no mistake, I want the two main local papers to be successful. And to be successful, it means covering a range of subjects from news to sports, appealing to men and women, having stuff that kids will like, offer entertainment and advice as well as opinion. It isn't an easy task. I approve the new look of the print paper and the digital format looks much better than what they had previously.

In 2026, there is likely going to be a new Manitoba journalism initiative. While the PCs and NDP disagree on parts of it, it is likely the broad strokes of a plan will be to spend 25% of the provincial advertising budget locally and to have tax credits and other initiatives to support newspapers, radio stations and even newsletters. A number of federal programs are in place and others about to start although big online companies want to kill them. It is interesting to note that even in the U.S. antitrust and national security is raising some concern ala TikTok and Middle Eastern investors making a bid for Warner Bros. and CNN.

The Winnipeg Sun and other news companies across Manitoba might benefit from greatly from a province that is not spending their considerable amount money on American-owned media. The Manitoba government won't even say how much they pay for Facebook. Politics aside, The Sun can be a lot more and will be if it keeps looking to increase readability from print to digital. Keep working on it and for goodness sake, start sending a reporter on the road for Jets and find a way to monetize it.

So, good job to the Sun. Winnipeg has to local papers whereas it doesn't exist elsewhere in the west. Let's keep building on that. Build your audience, push for better anti-trust protections and find ways to monetize the product. That comes from the best look and feel of content produced here at home.