Broadsheet to berliner: the theory of relativity

Andre McGarrigle

In September 2005, the UK's Guardian newspaper moved from a broadsheet to berliner format. Andre McGarrigle, head of ad planning, discusses the results of this change, and describes research to determine the effect of the change in page size on advertisement impact.

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...

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