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
Treading what is now becoming an increasingly well-worn path for newspapers around the world, the Guardianchanged to a smaller format in September 2005. (In the past two years more than 80...