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More than 60 newspapers worldwide switched last year from a broadsheet format to a tabloid, which has been a popular move among younger readers and women - but a prime challenge in doing so has been how to charge advertisers the same price for less space, according to Presstime Magazine (via the Newspaper Industry).
Tabloids offer 10 percent fewer column inches than broadsheets, and to make that acceptable to media buyers, newspapers should change their sales pitches, said Len Kubas, president of Kubas Consultants. Advertisers are buying impact, not inches, and the industry needs to adopt modular pricing models.
Magazines and television don’t rely on space-based pricing, and advertisers don’t ask for rates based on the size of the various TV sets on which their ads are viewed, he added.
But even with less ad space to sell, tabloids are doing well financially, in part because of lower newsprint costs, the article reports.
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