Media: Double Standards - 'The Times hasn't gone compact - it's a tabloid'

campaignlive.co.uk, Friday, 26 November 2004 12:00AM

The difference between tabloids and broadsheets used to be about content as much as size. Of course, the idea of tabloids as sensationalist trash is old hat now ... isn't it?

MIKE GORDON - commercial director, Times Newspapers

What are the advantages and Compact offers more colour, more

disadvantages for advertisers flexibility and more readers and, as

with the compact and the research shows, more frequency of

broadsheet models? readership.

What do you think the Wholly positive. The figures speak for

implications in terms of themselves. The latest ABCs show a 7.7

circulation and readership per cent year-on-year increase (34,526

will be of The Times going copies) in full-rate sales. This is in

fully compact? stark contrast to The Daily Telegraph,

whose full-rate sale has fallen by

more than 38,000 copies (7.2 per

cent), and The Guardian, down more

than 22,000 copies (6.9 per cent).

What percentage of loyal Times The compact Times has more readers

readers is the newspaper reading the paper more often.

likely to lose following its We have a growing, not shrinking,

decision to go compact? number of loyal readers as our

circulation increases show.

Should The Telegraph go I think that is a very difficult

compact in the next year? decision for them to make. It is not

for me to speculate how they solve

their circulation crisis. We have

seen, from our results, that we are

appealing to young, affluent

readers. With The Telegraph having

an older, ageing readership, it will

not be easy for them to switch format

without alienating their older

customer base.

How do you differentiate The Times brand is what makes The

yourself against your Times unique. This brand has been

competitors? created by a lifelong commitment to

quality journalism. The paper's

international reputation is backed up

by a strong commercial team. We offer

clients first-class research, as well

as a creative and committed sales

teams who provide truly integrated

advertising solutions.

Why should newspaper Three out of four British adults read

advertising as a medium be of a newspaper. Eighty-eight million

interest to advertisers? newspapers are sold every week. It's

an immediate, high-impact, interactive

medium based on trust between the

reader and the paper. Newspapers have

unique personalities that advertisers

can tap into. By understanding these

personalities, advertisers can truly

harness the power of national

newspapers.

What's the most creative The Smart forfour campaign, which we

solution you've provided for won in competition with more than 60

advertisers in 2004? other media owners.

What do you see as being your The past 12 months has been one of the

biggest challenge over the most dynamic in the history of The

next year? Times. I think we have achieved a

tremendous amount in a very short

period. We are all very excited about

continuing the current programme,

growing circulation and continuing to

innovate.

What do you like most about Working closely with the most creative

your job? and experienced newspaper

professionals in the world delivering

premium quality content to premium

quality audiences at pace, day after

day after day.

CHRIS WHITE-SMITH - group sales director, Telegraph Group

What are the advantages and Broadsheets offer a richer experience

disadvantages for advertisers for the reader and a bigger, bolder

with the compact and canvas for the advertiser. As for the

broadsheet models? smaller format, you will have to ask

the owner of Britain's second-lowest-

selling daily tabloid.

What do you think the You mean going tabloid - the word

implications in terms of "compact" only has any relevance when

circulation and readership you also have a broadsheet version in

will be of The Times going the market. Some facts from the first

fully compact? official six-monthly readership data

since The Times launched its tabloid:

taken from the National Readership

Survey (Jan-June 2004 v Jan-June

2003), for all adults, The Daily

Telegraph showed no change, while The

Times was down 9 per cent. Among ABC1

adults, no change for The Daily

Telegraph, The Times was down 13 per

cent. Among AB men aged 25 to 44, we

were up 4 per cent, The Times down 20

per cent.

What percentage of loyal Times You mean tabloid. We would settle for

readers is the newspaper one in five. Seriously, we are getting

likely to lose following its indications of rises in The Daily

decision to go compact? Telegraph's circulation since 1

November. If this means the total

market has increased (even if

temporarily) then great news. Expect

to see subscription offers to loyal

Times readers to ward off

dissatisfaction.

Should The Telegraph go As of today, no. But this market is

compact in the next year? evolving rapidly. Clearly, the tabloid

Times gives the broadsheet Telegraph a

clear point of difference. I believe

we now hold an ace - we still have the

choice about what we do next.

How do you differentiate We have bigger pages. And I've got the

yourself against your finest product with the highest

competitors? circulation in its class, the highest

spending-and-saving customers for my

advertisers and the biggest canvas for

agencies to exploit. I also have the

most creative sales people in the

market. One more - I can't imagine we

would ever consider that a red-top,

such as the News of the World, would

be the right environment to advertise

our quality newspapers.

Why should newspaper For the full story, visit

advertising as a medium be of www.nmauk.co.uk. That'll make Maureen

interest to advertisers? Duffy smile. If I were to pick out one

point, it would be that newspapers are

the most actively consumed media

platform yet devised. Finally, our

advertisers are immune from PVR-type

threats ... unless you count a pair of

scissors.

What's the most creative The Wimbledon on the Wharf giant TV

solution you've provided for screen and supplement for Jacob's

advertisers in 2004? Creek and the calendar of brilliant

photography for the British

Horseracing Board.

What do you see as being your Retaining and increasing the gap

biggest challenge over the between ourselves and the rest. We

next year? have exciting editorial and commercial

initiatives planned to keep us ahead.

Watch that space.

What do you like most about Guiding and supporting my team as they

your job? win business, execute business and

strive for excellence. Second,

receiving letters from clients and

agencies recognising the quality of

our work.

This article was first published on campaignlive.co.uk

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