Agency Reaction To European

Initial reaction to the revamped European launched yesterday appears to be favourable.

Mike Goodman, Media Research Manager at Abbott Mead Vickers, says that the European now feels more like a quality newspaper, likening it to an international version of the Independent. He thought that transforming Elan into a tabloid was an improvement, adding that being stapled made it seem more of a supplement.

Overall, he believes it may lose some foreign readers, due to the amount of serious writing it contains, even in the tabloid. The stance has become more interesting and less sensational, although he wondered whether now the European is pitching itself against other international weeklies, it might be competing in a market already well catered for.