First Issue Review – The New Look European

This week’s edition of The European saw the paper turn from a broadsheet into a tabloid.The new size makes the paper more approachable. It now looks like an in-depth read you want to get your teeth into, as opposed to a heavy document that no one wants to pull off the news-stand.

It is not only the size of the paper that allows it to fit into the tabloid slot; the re-sizing coincides with a change in editorial style. The front page headline, Achtung! says it all really. Granted, it will make the paper stand-out to a multi-lingual audience, but it also marks a shift towards the sensational journalism that was previously alien to the paper. For a title that intends to make the weekly reading-list of opinion-formers and decision-makers across Europe, this seems an unusual path to take.

Andrew Neil, editor-in-chief of the paper, however, believes that he has the right formula to ensure that “The European is a ground-breaking, thought-provoking and campaigning cross between The Economist in its hey day and Paris-Match. I will make The European an essential read for the people running Europe,” he said.

The opening editorial certainly holds no punches: “The makers of the Eurofighter want more money, They should not get another sou,” it begins. If the right people are reading, this is bound to get a few hackles-up, it is an example of the powerful well-crafted writing that The European has become associated with. Unfortunately, the article that this is referring to does not warrant such praise. Stretched-out across 5 pages, the story rambles on in the style of a drunken Sunday newspaper columnist, rather than a straight to the point, ‘here are the facts’ hard news piece. The rest of the news resembles the concise, informative, essential read that Neil promised, and the broadsheet paper had always delivered. Although, throwing in a media feature on sexy advertising between an article on a rising French politician and a story on NATO expansion steered the paper off-course slightly.

The business features will prove popular with the European business community, but whether it offers more than the established, increasingly global-looking Financial Times is a matter for debate.

Towards the back of the paper, there is growing evidence ofThe European’s gradual metamorphosis into a magazine. Eight pages are devoted to style, fashion, health, entertainment and books. This rounds-off the paper and gives the devoted European a comprehensive guide to what’s going on in and around the continent. It also increases the paper’s lifespan, the broadsheet’s had difficulty maintaining sales throughout the week. Presumably, this is the ‘Paris Match’ part – it is difficult to see any similarity. Still, there are definitely shades of The Economist in the rest of the editorial, Neil is at least half-way to achieving his aim.

The new look European is juggling a difficult set of ideas and interests, it is dropping a few balls at the moment. But, the toughest trick still has to be mastered and that is to maintain its current readership and simultaneously attract a new audience.

So far, advertising interest has been muted, only 13 of the 64 pages were given over to advertising, and half of this was classifieds.