Website of Ohio’s largest newspaper,, replaces its “cluttered” homepage with a new, blog-style design

Have you been bored with the “sameness” of news sites’ homepage –  with primary sections in “permanently visible, self-enclosed modules,” plus dozens of links? said it’s time for a change and launched a re-designed homepage on July 31. Their new homepage may shed some light on the discussion of usability design of news sites.

About is the online home of The Plain Dealer and Sun News. The Plain Dealer is the largest newspaper in Ohio. As of 31 March 2011, for the preceding six-month period, the newspaper reported an average daily paid circulation of 254,372 and a Sunday paid circulation of 403,001. Sun News is a newspaper chain which covers more than 50 Northeast Ohio communities in its 11 newspapers.

The previous homepage is “cluttered” thanks to an outdated design assumption

Below is a screen shot of the previous homepage of, move your mouse on the screen shot and scroll down to view more. When you browse this “old” homepage, you will see it’s not necessarily “bad” in design – it’s just like many other news sites out there, with permanent, self-enclosed primary sections and dozens of links.

This familiar design is found with most other news sites – after all, a rule we learned in a web design class is that we should present major contents on the homepage, just like a store showcases its best products in the storefront window.

This rule is based on the assumption that site visitors would first come to the “front door” (the homepage), and then look for contents that interest them. This assumption is increasingly wrong: nowadays people access website contents not through the front door (the homepage), but by following specific links they found via Google or somewhere else on the web, and increasingly via social media such as Twitter, Facebook and Tumblr.

Currently, the “front-door” assumption still reigns for most news sites; the result is a cluttered homepage where it is difficult for visitors to find what they care about.

What’s new with the re-designed homepage

Below is the live homepage being embedded here; scroll down on the screenshot and explore the new features highlighted in an article by about the new design; or you can click to explore the actual site of

  • They eliminated dozens of links on the home page and replaced them with breaking news headlines, sorted by the most popular topics.
  • A clickable drop-down menu on the home page provides an instant snapshot of real-time headlines by the most popular topics.

The real highlight is the blog-style look

The one feature I want to note, which is not highlighted in that article, is the blog-style look of the homepage – it now looks more like a blog than a “normal” commercial news site.

In a previous post, I discussed how is implementing a blog-style design for news articles. It’s interesting to note that has a blog-style design for news articles, but not for the homepage; whereas for, it implements a blog-style design for its homepage, but not for individual articles.

A blog style may not be the best or ultimate design in the exploration of news site usability, but it provides a starting point for discussion: how shall a news site design adapt to the changing patterns of online activities?

About Mu Lin

Dr. Mu Lin is a digital journalism professional and educator in New Jersey, United States. Dr. Lin manages an online marketing company. He also manages MulinBlog Online J-School (, a free online journalism training program, which offers courses such as Audio Slideshow Storytelling; Introduction to Social Media Marketing; Writing for the Web; Google Mapping for Communicators; Introduction to Data Visualization; Introduction to Web Metrics and Google Analytics.
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3 Responses to Website of Ohio’s largest newspaper,, replaces its “cluttered” homepage with a new, blog-style design

  1. Wade Kwon says:

    You might find this post of interest, comparing the feedback on all of the Advance-owned sites’ redesigns in 2012.

  2. mulinblog says:

    It’s indeed interesting to read the dissatisfactions users have about the new design, which is almost identical to the one used by This shows how difficult it is to develop a new convention for news site design.

    • Wade Kwon says:

      I believe it also shows how wildly indifferent Advance is to consistent, universal feedback from its customers. just tinkered with its fonts and colors on the front page, so you can see they might make tiny changes that don’t affect overall UI.

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