Opinion ID: 2450045
Heading Depth: 1
Heading Rank: 14

Heading: Product Change

Text: The design change was implemented to facilitate a product change. The paper now has a more appealing format, a new masthead, and is more competitive with other media. SEMO now contains more color pictures. All pictures are printed at a higher quality. Because it takes less time to create the negative, the deadlines have been extended and SEMO prints more current news. Only through pagination were these changes possible. The Director claims there was no product change. She argues that each edition of a newspaper looks different than the previous editions and if we recognize the listed changes as a new product then each edition of a newspaper would also be a product change. [9] We do not need to examine each new edition of the newspaper to find a product change in this case. We need only compare the pre-pagination SEMO with the post-pagination SEMO. The record shows that the changes are more permanent than daily changes in the layout and reporting. For instance, the number and quality of the color pictures the newspaper ran increased. This change did not occur in just one edition, but in all subsequent editions after pagination was implemented. Likewise the new masthead and the increase in current information due to later deadlines will benefit all future editions. We find that the equipment purchased was used to implement both a design and a product change because of the permanent changes in the format of the paper.