We got rid of clutter. While this designer would still describe the ad columns as pretty cluttered, the index is excellent, and the section is full of useful and interesting information. Inside pages have regular features, puzzles and games, many written by two editors working in the advertising department. Volume is up. Readership is up.
Younger readership is up.
It exceeded expectations. Older readers love it, too. The State Journal did its project in-house, but Kane involved production, advertising, editorial, marketing and circulation employees. The design talent came from the newsroom. Clearly, classified-ad problems go beyond design.