Proposed changes to the traditional newspaper format of the Sydney Morning Herald and The Age by Fairfax have caused waves in the marketing world and left advertising opinions divided.
Whilst some marketing experts support the bid for new ‘compact’ tabloid sized editions on weekdays others such as aren’t welcoming the changes with quite so open arms.
The strict commercial reality to this question is that advertisers will not pay a like-for-like cost for less space.
However the changes to the cumbersome broadsheet are due and says that as long as audience numbers continue to be delivered then a change in size won’t impact on advertising spend.
Over the last few years, most broadsheets have successfully changed format without losing market share. The ease of reading the compact format is likely to be seen as a benefit to readers