Thursday, February 03, 2005

The broadsheet dilemma

More on the trend towards tabloid or compact size newspapers.

Australian newspapers are being coy about this. John Hartigan from News cites uncertainty about "impact on readership" for the reluctance of The Australian and Brisbane's Courier Mail to publicly embrace the international trend towards small. You've got to wonder how long they can hold out in a company that has made a speciality of the tabloid.

The real reason for this reluctance is advertisers. Media buyer John Sintras illustrated the point when he said "it was unlikely his company would pay the same rates because of 'less impact' from a smaller page".

While some advertisers are willing to pay the same rate for a smaller ad, not all are. Until the doubters are persuaded it's not likely to happen.

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