Mon Sep 09 15:08:17 UTC 2024: ## Minnesota Star Tribune Reboots with New Brand, Focus on Relevancy

**MINNEAPOLIS, MN -** The Minnesota Star Tribune, formerly known as the Minneapolis Star Tribune, has undergone a significant “reboot” aimed at increasing its relevance and engagement with the community. The rebranding, announced a few weeks ago, involves a shift in editorial focus, a new approach to subscriptions, and an aggressive pursuit of new revenue streams.

Steve Grove, CEO and publisher since April 2023, explained the rationale behind the changes in an interview. Grove, a former state commissioner of Employment and Economic Development and a veteran of Google and YouTube, emphasized the need to “pack a punch” in a crowded market by focusing on key areas of local interest, such as education, science, health, and personal finance.

The paper also aims to become the “paper of relevancy” rather than just the “paper of record,” focusing on telling stories that are not being told and driving conversations. This includes a renewed focus on community outreach, with Grove stating that the Star Tribune “wants to be out in the community more,” and plans to experiment with new initiatives like affiliated marketing, sponsored content, and philanthropic efforts.

The “reboot” also includes a revamp of the subscription model, offering a promotional deal of $1 for six months. “We hadn’t really made a meaningful digital sprint in a while,” Grove acknowledged.

Beyond editorial and business changes, the rebranding has also brought a new visual identity and a mascot, “Stribby,” a gray duck. This, according to Grove, aims to inject a “lighthearted” tone into the news, recognizing that “sometimes we can lift up some joy and have some fun with it too.”

The Minnesota Star Tribune, already considered one of the healthiest metropolitan newspapers in the country, is clearly looking to capitalize on its strong foundation and embrace the challenges of the digital age. The success of their bold moves will be closely watched by the industry as they seek to navigate the evolving landscape of journalism.

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