Independent Reveals Details Of Tabloid Launch
The Independent has revealed that the planned tabloid edition of its daily newspaper will launch to commuters in the London metropolitan area next Tuesday.
NewsLine can reveal that the new downsized format will sell alongside the existing broadsheet edition and will carry identical content and advertising in an attempt to target consumers looking for an upmarket read in a smaller size (see Independent Prepares To Launch Tabloid Trial Version).
The tabloid version, codenamed Project Tower, will have an initial print run of 85,000 copies and will sell to readers within the M25 area for 60p, the same price as the existing broadsheet title.
The launch will be supported by a £3 million television and outdoor advertising campaign, which will focus on the tabloid and broadsheet versions of the paper with the strapline: “No less Independent”.
The paper has strongly denied suggestions the initiative is a last ditch attempt to revive its waning fortunes and claims it has no plans to abandon the broadsheet edition altogether. A spokesman for The Independent said: “This should not be seen as a prelude to the demise of the paper, but as a move to give our readers greater choice.”
The launch, which is one of the most radical moves in the paper’s short history, has been welcomed by media buyers. Nick Vyas, associate director of press at ZenithOptimedia, said: “If it does work it will be fantastic from our point of view because the whole quality sector needs rejuvenating, but its going to be very expensive to turn things around.”
He added: “The key here is investment. Do they have enough money to support the product long-term through marketing and improvements in editorial depth and quality? If they do – fantastic, if not it will be too easy to dismiss it as a gimmick, which doesn’t address the central problems.”
The revamp will also see the launch of new-look Review section for the Friday editions of both the broadsheet and tabloid papers. The 36-page magazine will appear on 3 October with a focus on arts and entertainment.
The Independent is believed to be in discussions with the Audit Bureau Of Circulations as to how the paper will be audited following the tabloid launch. The latest ABCs for the six months to August show that The Independent suffered a 2.1% year on year decline in circulation to 221,193.
Analysis of the figures over a longer ten year period reveals declines for the majority of national daily broadsheet newspapers. However, The Independent appears to have suffered the most, with a sharp 33.3% decline in circulation since August 1993. This compares to a 2.8% drop for The Guardian and a 9.6% dip for the Daily Telegraph. The Times has seen circulation increase by a dramatic 77.8% over the same period.
Figures complied by Nielsen Media Research for NewsLine show that The Independent saw advertising revenue remain virtually static year on year at just over £41 million in the twelve months to August 2003. This places it significantly behind The Guardian, which attracted £57 million worth of ad revenue during the same period.
Independent: 020 7005 2000 www.independent.co.uk
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