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UK Daily to Publish in Dual Formats: Broadsheet and Tabloid

News, 26 September 2003

From next Tuesday, British national daily newspaper The Independent will be available in the Greater London area in two sizes, becoming the world's first newspaper to give readers a choice between the traditional broadsheet size and a new tabloid format.

Explains editor-in-chief Simon Kelner: “The concept of consumer choice is not a new one across a whole range of products. This is the first time this idea has been embraced in the newspaper market. Our readers, particularly those who commute to work, have long expressed a desire for a more convenient format for their newspaper. From Tuesday, we shall be satisfying that need,"

Commented Andrew Neil, media columnist for the rival London Evening Standard: “Judging by the dummy editions, the tabloid Independent certainly looks a serious newspaper. It is clearly a chip off the old block.”

While Claudine Collins, press director at media agency Mediacom enthused: “It's a fantastic idea, because there are a lot of people, myself included, who want a more intelligent read but I cannot go on the train or Tube and read a broadsheet newspaper.”

Data sourced from multiple origins; additional content by WARC staff