Ivan Fallon, the CEO of Independent News & Media will give the lowdown on the new format at the World Association of Newspapers Editor & Marketer Conference, to be held in Monte Carlo next month.
“If you walk into a supermarket and you want to buy a tube of Colgate toothpaste, you can get it in four different sizes. You get newspapers in broadsheet or tabloid, but not both,” said Mr Fallon in launching the tabloid.
The innovation came about as a result of research showing that that there was consumer demand for a quality, upmarket tabloid. It is thought that women, younger readers and commuters prefer smaller formats and tabloids have been increasing their share of the newspaper market.
The Independent currently has a circulation of around 220,000 but an upsurge in sales could prompt other broadsheet publishers to bring out tabloid editions of their newspaper.
The theme of the Monagesque conference is “New Editorial and Business Concepts” and there will be presentations by newspaper chiefs from across the globe on methods of acquiring and retaining readers.
“We are seeing new formats, tailored content, smaller sizes and new distribution channels,” said Timothy Balding, Director General of WAN. “These new readership trends are reflecting changing demographics and lifestyles, and publishers who are ahead of the curve are finding new revenue from these editorial and business ideas.”
The conference takes place on 27 and 28 November.
