Compact Times Proves Successful In Attracting New Readers

The recently launched compact edition of the Times is proving successful in attracting new readers to the newspaper brand, according to a wide-ranging study being unveiled to media agencies today.

The Times Compact Readership Study shows that the scaled-down edition is drawing a young, upmarket audience to the newspaper, which was traditionally been a stalwart of older readers.The tabloid edition is also encouraging greater loyalty to the Times brand and is attracting a higher percentage of regular readers than the broadsheet paper, currently standing at 54% compared to just 35% for the full-size version.

Around 9% of those that took part in the survey were found to be new to the Times brand and claim only read the compact edition. Almost a third read both versions of the paper and 28% claim to have migrated from the broadsheet to the compact edition.

The compact edition has also played a valuable role in bringing the Times brand to the attention of non-Times readers. The study shows that 12% of those who do not currently read the title are more likely to pick it up since the launch of the compact edition.

Commenting on the findings, Mike Gordon, commercial director of Times Newspapers, said: “We undertook this research to assist media agencies in better understanding the Times compact readership. It clearly shows that the new format has helped to strengthen the Times brand by attracting a young, upscale readership.”

The study, which was carried out by Ipsos RSL, the company behind the National Readership Survey, also shows that 38% of Times compact readers are business people, 78% fall into the ABC1 socio-demographic category and 46% are aged between 25 and 44.

The Times opted to undertake its own readership study after it became clear that the NRS was not due to release findings that would reveal the impact of its compact edition until spring next year.

The Times recently announced plans to roll-out its compact edition across the UK, but insisted that it remains totally committed to publishing its broadsheet version alongside the commuter-friendly tabloid (see Times Rolls Out Compact Edition Across The UK).

The Times: 020 7782 5000 www.timesonline.co.uk

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