The UK's left leaning The Guardian newspaper has unveiled its new compact design.

Its Berliner format, smaller than a broadsheet but bigger than a tabloid and used by many European newspapers, hit the stands at the beginning of the week, supported by a major marketing campaign on TV, outdoor sites and online.

The rumoured £2 million ($3.5m; €2.9m) adspend [WAMN: 22-Aug-05] is part of the estimated £84m cost of its size swap from the broadsheet format. Owner Guardian Media Group has bought three 44 metre German presses to print the new size.

The move follows similar downsizing from rivals The Times and The Independent, which have both taken readers from The Guardian since going tabloid.

Industry observers and executives say compact papers appeal more to commuters and younger readers, who increasingly get their news from TV or the internet.

Says editor Alan Rusbridger: "The challenge for us was to remain true to our journalism ... while at the same time finding a modern print format for a new generation of readers in this country. We believe we've found it with the Berliner format, which combines the portability of a tabloid with the sensibility of a broadsheet."

Data sourced from multiple origins; additional content by WARC staff