Broadsheet to Berliner - the theory of relativity
Andre McGarrigle
Treading what is now becoming an increasingly well-worn path for newspapers around the world, the Guardian changed to a smaller format in September 2005. (In the past two years more than 80 major broadsheet newspapers have changed to smaller formats.)
The goals were straightforward: to respond to reader needs by increasing convenience; and, by changing uniquely to a 'berliner' format rather than tabloid, to retain (and improve) quality and differentiate in a crowded and competitive market. (For the benefit of non-UK readers it is worth mentioning that the...