The Independent is targeting the Guardian’s pounds 12 million-plus
share of the media recruitment market by expanding its media coverage
into a standalone tabloid that will go head-to-head against the Guardian
On 17 February the Independent will unveil the 24-page Monday Media.
The section is an ambitious expansion of its five media pages, currently
printed on Tuesdays, and will be split evenly between ads and
The overhaul follows the launch last week of a new Independent branding
campaign, which saw the return of the ’It is. Are you?’ slogan
(Campaign, 31 January).
The Independent will continue to publish its 20-page Monday sports
tabloid, while Network, the paper’s computing section, will move to
Tuesday. Donal Hession, a group head at the Independent, said: ’Monday
is already one of our strongest days, but we wanted to bolster it
The paper is hoping that, by upping its media content, it will be able
to break the Guardian’s 90 per cent hold on the media recruitment
The Independent’s share of the market is nominal, accounting for little
more than one page this Tuesday.
The Independent is hoping it can repeat its success in the education
market where, by revamping its Thursday education supplement, it was
able to reduce the Guardian’s share of educational recruitment ads from
more than 80 per cent to 72 per cent.
Jeremy Halley, advertising sales controller at the Independent, claimed:
’Education was previously the Guardian’s market. We had carried 2.1 per
cent of classified ads in that market - it is now more than 30 per
He added: ’We have a strong media readership and, by having an
upweighted editorial and classified package, we hope it will benefit the
title as a whole.’
The editorial changes are being overseen by Rob Brown, the Independent’s
media editor, who joined the paper recently from Scotland on Sunday.
Brown, who was unavailable as Campaign went to press, is understood to
be aiming for a section that is more diverse than its rivals.