What are they thinking? The folks running DesMoinesRegister.com put a top level navigation in for the continuously lame juice publication. See below with the link highlighted by the red oval.
First off, it doesn’t fit with the top level categories they have in the navigation bar. “Hmm, I’m looking for some sports scores [under the sports navigation]. Or maybe I want to get a job [under the jobs navigation]. Ahh yes, that’s what I need, a glass of juice?!!?” They should remove the stupid “juice” link from the top navigation and put it somewhere else. (Oh, and at least fix it so that it’s class is not “menuOrange” to make it stand out from the other navigation elements.)
Secondly, you’re not going to be successful with a “young-reader publication” if you continually associate it with its parent and much older brand. It needs to have different content than what is published in the daily paper. And it needs to be unafraid to criticize it’s parent. Right now juice is just Register-Lite with messy hair. If they take some risks (other than design), it could be a nice addition to the Des Moines media-scape.
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