Berliner Guardian Sees 40% Increase In Sales

The Guardian is reporting a sales rise of 40% on Monday when it was relaunched in its new mid-sized (Berliner) format, with an updated masthead, expanded, daily sports section and the creation of a fully-fledged news magazine in the shape of G2.

“Early reports suggest we have had a fantastic first day performance with a minimum 40% increase in our headline sale,” said Carolyn McCall, chief executive of Guardian Newspapers Ltd.

“We invested a huge amount in encouraging readers to reappraise the paper. This has exceeded our highest expectations. We are delighted.”

The Berliner format is smaller than a traditional broadsheet, but larger than compact titles such as the Times or Independent. The decision to switch was first confirmed in June 2004, with the newspaper investing £80 million in the relaunch and spending 18 months redesigning and building new printing presses (see Guardian Takes Titles Compact With £50 Million Investment)

The lead up to the format change, however, saw Guardian Media Group’s profits impacted on by the project with pretax profits for the Group almost halving, dropping to £22.9 million from £43.8 million this time last year (see GMG’s Profits Fall In Lead Up To Guardian Downsizing).

The paper also suffered a 9.7% dip in circulation year on year during August, to 341,698, its lowest sale since 1978. In period on period analysis the decline is less severe, however, although a 4.6% dip still translated to a loss of 16,647 copies in real terms (see Guardian Sees Broadsheet End In Decline). A 40% rise would mean sales lifted to over 475,000.

Despite recent losses, Guardian Media Group will be pleased with the new format’s initial success, with the next ABC results, covering September and released on 14 October, giving a better indication of the publication’s performance

Guardian Media Group: 020 7713 4452 www.gmgplc.co.uk/