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December 2004 - One might think that a move to small form contains sufficient uncertainties about the evolution of the volume of business advertising to deter most publishers. Should they fear a rejection of the advertising market or at least suffer from excessive pressure from advertisers, quick to argue on reducing the size and benefit from an equivalent discount on advertising rates? The Gazet van Antwerpen (Group Concentra, 140,000 copies) addressed the issue quite pragmatic. During the transition to tabloid last January, she has maintained both formats simultaneously and took the opportunity to test the comparative impact of small and large. Conclusive results in favor of tabloid and drastically changing the positioning of a title previously seen as conservative, macho, old, very dynamic.

The editorial content of 20 Minutes

November 2004 - Frederick Fillioux, Chief Editor of 20 Minutes, was the guest of the seminar SND-en of 18-19 November on the new formats. He summarized by the alchemy of the editorial formula of 20 minutes in four years has attracted 2 million readers with 745,000 copies distributed in 5 French cities. Why a free France? First, because the group Schibsted, founder of the track and now co shareholder group from Western France, believed that in general the traditional daily press is not fulfilling its functions with less than 35 years and enjoys it even the decline in sales. In summary, the "young" readers think the daily press, including the national press, disconnected from reality, with a strong leaning elitist, sinister in its content, access difficult, expensive compared to the service provided, a utility debatable features with "unclear", and finally unattractive. On these basic principles, 20 Minutes has built an editorial formula that appeals to a reader today whose average age is around 33 years, readers average 12 years younger than the French regional daily press and an audience 48% of readers.

Dangers and opportunities the shift to smaller format


November 2004 - Sweden alone, 6 newspapers have moved to tabloid in 2004, 5 to 10 other titles have planned their transition in 2005. Pelle Anderson, the creator of the free daily Metro, knows the market in the Swedish press and now accompanies the transfer of several newspapers on behalf of his consulting firm "A4", well appointed. He had the opportunity to check many times the universal rules of crossing the small format. Here, a few key points, his overview of pitfalls and seize opportunities when switching the format "compact".
Why switch to tabloid? In the case of Metro, it seemed obvious for a traditional newspaper, it can be discussed and many factors militate also working against the tabloid:

  • Loss of 10% of the printed surface.
  • 2 times more items "leaders" for a swap that has doubled.
  • The tabloid is a format that does not forgive, nothing is hidden. All that is of poor quality is immediately apparent.
  • 2 times more pages to the printer.
  • The photographers will be most stressed.
  • The editorial planning will be more rigorous and it will be difficult to explain to advertisers to pay more to mm / col. Moreover, most Swedish newspapers have lost approximately 10% of advertising sales at their re formatting.

  • Controlling the pace in magazines and daily

    November 2004 - by Nata Rampazzo and Luc Legay (Rampazzo & Associés) - Rhythm is an essential component in the organization of information in magazines. Yet it is, even today, a concept virtually absent in most editors of daily newspapers. In the mid 16th century that the term rhythm joined the French language. Initially, the transposition of the Greek word rhuthmos sought to differentiate poetry, and moments distributed regularly, prose. Only two centuries later that the pace has invested writing music, and other areas by extension. The word rhythm is used to characterize a written medium, its structure, differences in intensity, is therefore quite legitimate ... even if today in the press, the pace rather evoke the rhythm of the seizure, the pace of proofreading, the pace of Rotary. An accelerating rate until the hour always closure. The pace that seems to invade the world of the press is more present than ever in our lives drive. It even becomes an essential component in our choice of readings. Television, radio, e-mail, mobile phone, free press. Information is everywhere and information overload is a symptom of our excesses.