Independent To Launch Compact Saturday Edition
The Independent is to completely replace its broadsheet edition one day a week and is launching a tabloid-only version of its Saturday paper at the end of this month.
The tabloid edition of the Independent is currently available between Monday and Friday alongside the existing broadsheet version. However, from 31 January only the scaled down version will be available on Saturdays.
The new-look Saturday title will comprise five sections including the usual news and sport section, the Saturday magazine, the entertainment listings supplement, an expanded personal finance section and a new travel magazine called Traveller.
The tabloid format was initially intended to appeal to commuters looking for an upmarket read in a smaller size. However, Ivan Fallon, chief executive of Independent News and Media, said: “It is clear from our research that the compact edition has a value and desirability far beyond the commuter population.”
He added: “Our readers lead busy lives on Saturday too, and we will produce a modern newspaper that is in tune with modern lifestyles. We intend to build on the success of our Monday to Friday compact edition to create an unrivalled Saturday package.”
The launch, which will be supported by an extensive cross media advertising campaign, will no doubt increase speculation that the Independent is planning to ditch its broadsheet format altogether in favour of the new tabloid offering.
However, advertisers are greeting the news cautiously. Nik Vyas, associated director of press at ZenithOptimedia, said: “The only concern is that weekend papers are consumed in a different way and are very much an at home, leisure read where format is not a huge concern.”
He added: “However, the Indy‘s readers are younger and hopefully more responsive to change. We hope it succeeds as it will benefit the title and our clients as well as shaking up the weekend market, as it has done during the week.”
The tabloid-sized version of the Independent initially launched to commuters in the London metropolitan area at the end of September. However, it was quickly extended to other parts of the country following a successful trial period (see Independent Prepares To Launch Tabloid Trial Version).
The decision appears to have proved successful and the latest ABC figures for the six months to December show the title saw its circulation increase by 2.1% year on year to 227,741, up from 223,090 in the same period the previous year.
News International was quick to follow in the Independent‘s footsteps with the launch of its own compact version at the end of November. It also recently unveiled plans to extend the availability of its tabloid version in a move that will take its total print run to over 250,000 (see Times Announces Launch Of Tabloid Edition In London).
A number of other broadsheets have been considering tabloid launches for some time and the Independent‘s latest move looks set to encourage the Daily Telegraph and the Guardian to follow suit with their own scaled-down editions.
Independent: 020 7005 2000 www.independent.co.uk
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