Matthias Leonhard, senior editor at Die Welt Kompakt, spoke to INMA European Conference delegates about the journey of establishing a new newspaper in a handy tabloid format.

Axel Springer’s flagship newspaper is young, direct, close to its readers interests.

Leonhard explained why a new layout and different kinds of advertising are so important to attracting the new target group: digital natives who are still seeking quality in journalism.

The new format reflects this target group: it is young (or younger than the actual print reader), urban, and closely integrated to digital development.

Advertisement layouts sometimes look “more like a joke,” Leonhard, created to be are more colorful and provocative.

Let’s be clear, he said: Die Welt is one of the most successful formats over the last decades. And its digital version is growing fast.

Die Welt Kompakt’s mastery? Its content, Leonhard says. It is not only about financial and political issues, but also has lifestyle, pop culture, and magazine sections — all with a brighter layout.

Want more? Double-page sections on the Internet and digital news update and link to readers by using QR codes. Have questions or comments? Leave a comment on Twitter feeds.

Want to get in touch? Take a look at the Axel Springer Academy on the subjects of subscription prices and the marketing. Want to make money? Reinvent yourself, become and stay young.