A major piece of consumer research is expected to be available to advertisers in January. The two titles hope it will show how the compact newspapers offer unique advertising opportunities.
The titles are working together to canvass media agencies. The deal was struck by Andrew Christie, the group strategy director at Independent News & Media, and Stuart Corke, the director of strategic planning at News International.
Kelner took The Independent tabloid 13 months ago. The Times followed suit a few weeks later. Both have since enjoyed circulation increases.