ISBA Warns Of Tabloid Sting For Broadsheet Advertisers
ISBA has warned that the launch of tabloid-sized versions of existing broadsheet newspapers carries a potential sting for advertisers.
The industry body claims that advertisers should not be forced to foot the bill for reformatting the layout and type size of broadsheet advertisements that need to be scaled-down so they work in the new compact size.
The Independent‘s recent success in launching a tabloid version for commuters in the London area this week prompted The Times to follow suit and a number of other titles including The Guardian and The Daily Telegraph are understood to be pursuing the idea (see Times Announces Launch Of Tabloid Edition In London).
According to ISBA, early intelligence shows that publishers will be asking advertisers to cover the incremental costs that might arise from the need to generate copy appropriate to the new format.
It argues that advertisers should not be expected to “bankroll” such initiatives and advises its members not to accept such additional reformatting costs – at least until such a time as publishers can show tangible performance in the form of circulation gains.
Earlier this week ISBA called for the Government-launched review of the BBC’s online services to go further in assessing the impact of the Corporation’s £111 million internet services on the commercial market (see ISBA Urges Government To Go Further With BBC Online Review).
ISBA: 020 7499 7502 www.isba.org.uk
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