“Our Two Cents Worth” offer Mostly Media’s insight into the world of advertising. This week James, our Media Director, offers his view on the decision of The Guardian Media Group to begin printing The Guardian and Observer in a smaller tabloid size. Carry on reading or call James on 01225 302 270 and he’ll happily discuss.
Guardian Media Group, the parent company of the Guardian and Observer print and digital businesses, has decided to move from its Berliner newspaper format to the smaller tabloid size and will outsource the printing to Trinity Mirror.
The move was prompted by a number of factors such as sharp falls in the print advertising market and the rising cost of publishing newspapers as consumers move towards digital media.
The Guardian’s average circulation in April was 154,000 compared with 341,000 in the same month in 2005 when the titles started printing in Berliner format, meaning over the years the presses have become increasingly expensive to run with. The new design means The Guardian can be printed by more printing presses around the UK, which is expected to save the title millions of pounds – the title made a loss of £38 million last year.
The change also incorporates the digital side of the brand with the website showing a similar aesthetic to the new-look paper.
The Observer will follow suit – launching in tabloid format on Sunday 21 January.
Social Media Users and competitors reacted to the new launch –
The Sun offered a not so warm welcome to the tabloid club. The front-page masthead reminded readers they were £1.50 cheaper, just in case they were torn on what title to purchase.
Danny Boyle, The Telegraphs Breaking News Editor, wrote on Twitter ‘Size does Matter’ with the Telegraph On Monday using the top of their masthead to proclaim that they were “Britain’s biggest and best quality newspaper”
We wait to see what difference the new format will make to the Guardians circulation, but my personal opinion will be that we will see some readers coming back and new readers who were previously put off by the size picking up the title. An increase in circulation should see the brand be able to increase their advertising revenue, I will be interested to see the figures after Q1 of this year.
Call James on 01225 302 270 if you’d like to discuss further.