Independent hopes to take on Guardian with media section

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 Mondays.

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 Mondays.



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

editorial.



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

further.’



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

market.



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

cent.’



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.



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