Both advertisers and readers are happy with the newspaper's new compact look. This is the conclusion of Josefine Sternvik in her doctor's dissertation. "The morning newspapers' change of format can be regarded as a success, but it was not the readers who instigated the change," writes Birgitta Palén for TU.
Readers felt they were being courted and responded with a positive attitude to the new format of their newspaper, and to some extent demonstrated changed reading patterns. Strategically important groups such as women and young readers are most positive; advertisers have learnt to pay for and appreciate that smaller pages mean less competition for attention. With a massive amount of marketing on a new, modern newspaper for the times, and the message that the change has been made for the sake of the readers, the Swedish morning press succeeded in generating positive awareness to the new format. The change to tabloid format was received amicably and with interest, although it has not led to any noticeable effect on circulation or subscriptions.
The consequences of the change in format are not particularly obvious, nor are they easy to isolate as the newspapers were either forced or simply took the opportunity of making additional changes. The change within the industry was described as the knight in shining armour - a way of solving the problems of reduced readership, attracting young readers, winning over advertisers and addressing the rise in media competition, but according to researcher Josefine Sternvik's hot of the press dissertation, the reduced newspaper format has not been an obvious problem solver. However, it has served as a wake up call for both owners and employees alike and contributed to an array of useful modification projects at the newspaper proprietors. It was not to be a single product - but a process of change.
It all started on November 1, 2000, when Svenska Dagbladet started publishing in tabloid format - the first morning city newspaper to do so. This was the start of a wave of format changes among the other (large) Swedish morning newspapers. Today, virtually all are tabloid. Josefine Sternvik's book "I krympt kostym" (In shrunken suit) shows the tabloidisation of the daily press in all its aspects. She has been privileged to study in real time how this came about, and she has analysed the effects of the change on readers and advertisers using hard facts and reference material.
The change of format in the 2000s, however, was nothing new to the newspaper industry. As early as the 1950s, initially smaller daily papers began to abandon the broadsheet format, and then again in the 1970s when small circulation newspapers followed suit. The reason was often reduced circulation and lower profits; investment in new in-house printing presses was financially not an option, and this meant halving the format and leasing the facilities of the large circulation papers. In the case of small circulation newspapers, there was also the need for competitive advantages by standing out from the crowd and being different compared to the competition in the same region. The third wave began in 2000.
Tabloid becomes the standard
What was previously a format signal for evening newspapers has become standard. However, the tabloid trend from the evening newspapers had already tapered off through the previous change in format in the provinces and through the business press adopting this format. The entry of the Metro free sheet on to the market in 1995 (with successors) contributed further to neutralising - and popularising - the format. It was particularly practical for city dwelling bus or train commuters in the rush hour. You had room to read, and as the tabloid format also meant sectioning whereby the newspaper could be divided up among family members.
For the sake of the readers?
Josefine Sternvik rejects the argument that it was readers who instigated the change. Studies conducted by JMG and Dagspresskollegiet (The Newspaper Research Programme) show that the format is not so important to the general public. It is interesting to note that the internal studies conducted by the newspapers, either internally or by hiring a marketing institute reveal a more positive view from the general public than that given by the more scientific studies. The latter are consistently more reserved about the change in format. The readers were, and are still satisfied with the format regardless of what form it takes.
According to Josefine Sternvik, it is fairly safe to say that there was a financial ulterior motive that was equally as important as providing readers with a more compact newspaper. A way of addressing the competition from the free sheets. The hope of appealing to young readers is probably an argument, and female readers who are considered as having great purchasing power attract advertisers. Savings on personnel, paper and printing are also likely to have influenced decision makers. But there is no unequivocal answer as to where and how you can make savings. Is it the tabloid format that generates savings or was the change in format a way of concealing necessary downsizing? The answer is both according to Josefine Sternvik.
Shorter texts
The dissertation claims that the actual amount of editorial material has dropped since the change of format. However, the advertising material has also dropped in volume, so that in relation to this, the editorial material gets a slightly larger share in the tabloids. The change in format also means a change to the editorial material: briefer body texts, fewer news items per page, more visual material. Having more and larger images has in itself been the trend for some time, but it seems as if the tabloid format creates better options, and editing over a full spread with a large illustration is a preference.
With less space for the editorial material, all topics have been forced to make way, but it is especially clear that opinion material such as leading articles, letters to the editor and debates have been given less prominence in all newspapers that have changed format. Apart from this there has been no common pattern in what has increased or decreased.
Temporary upswings
With respect to circulation and subscriptions, it can be pointed out that the increase in circulation in connection with the change in format was merely temporary. For some papers the increase lasted just a month or so, while for others it was a little longer although looking at statistics for a full year, it was hardly noticeable at all. It was therefore not a break to the downward trend in circulation. In contrast to circulations, the growth in subscriptions has been clear. Newspapers that changed format increased the level of subscription by five percent on average. You should then remember that many beneficial offers were made in connection with the change in format, and a year later the increase has once again abated. On the other hand, there are no signs that loyal readers have even considered cancelling their subscriptions following the conversion.
The significance of the format can therefore be questioned. But the attention that was generated for a newspaper as a result of the change in format arouses a level of curiosity that has yielded some positive effects. The change in format was also carefully prepared with reader and advertiser contacts, as well as information both editorially and in marketing. The change in format was handled as a major news story.
By BIRGITTA PAHLÉN, TU
Source: Josefine Sternvik: I krympt kostym (In shrunken suit). The change in format of morning newspapers and its consequences. Dissertation at JMG, the Department of Journalism and Mass Communication, Göteborg University, January 2007. www.jmg.gu.se
Published/updated: --/02/08
Readers felt they were being courted and responded with a positive attitude to the new format of their newspaper, and to some extent demonstrated changed reading patterns. Strategically important groups such as women and young readers are most positive; advertisers have learnt to pay for and appreciate that smaller pages mean less competition for attention. With a massive amount of marketing on a new, modern newspaper for the times, and the message that the change has been made for the sake of the readers, the Swedish morning press succeeded in generating positive awareness to the new format. The change to tabloid format was received amicably and with interest, although it has not led to any noticeable effect on circulation or subscriptions.
The consequences of the change in format are not particularly obvious, nor are they easy to isolate as the newspapers were either forced or simply took the opportunity of making additional changes. The change within the industry was described as the knight in shining armour - a way of solving the problems of reduced readership, attracting young readers, winning over advertisers and addressing the rise in media competition, but according to researcher Josefine Sternvik's hot of the press dissertation, the reduced newspaper format has not been an obvious problem solver. However, it has served as a wake up call for both owners and employees alike and contributed to an array of useful modification projects at the newspaper proprietors. It was not to be a single product - but a process of change.
It all started on November 1, 2000, when Svenska Dagbladet started publishing in tabloid format - the first morning city newspaper to do so. This was the start of a wave of format changes among the other (large) Swedish morning newspapers. Today, virtually all are tabloid. Josefine Sternvik's book "I krympt kostym" (In shrunken suit) shows the tabloidisation of the daily press in all its aspects. She has been privileged to study in real time how this came about, and she has analysed the effects of the change on readers and advertisers using hard facts and reference material.
The change of format in the 2000s, however, was nothing new to the newspaper industry. As early as the 1950s, initially smaller daily papers began to abandon the broadsheet format, and then again in the 1970s when small circulation newspapers followed suit. The reason was often reduced circulation and lower profits; investment in new in-house printing presses was financially not an option, and this meant halving the format and leasing the facilities of the large circulation papers. In the case of small circulation newspapers, there was also the need for competitive advantages by standing out from the crowd and being different compared to the competition in the same region. The third wave began in 2000.
Tabloid becomes the standard
What was previously a format signal for evening newspapers has become standard. However, the tabloid trend from the evening newspapers had already tapered off through the previous change in format in the provinces and through the business press adopting this format. The entry of the Metro free sheet on to the market in 1995 (with successors) contributed further to neutralising - and popularising - the format. It was particularly practical for city dwelling bus or train commuters in the rush hour. You had room to read, and as the tabloid format also meant sectioning whereby the newspaper could be divided up among family members.
For the sake of the readers?
Josefine Sternvik rejects the argument that it was readers who instigated the change. Studies conducted by JMG and Dagspresskollegiet (The Newspaper Research Programme) show that the format is not so important to the general public. It is interesting to note that the internal studies conducted by the newspapers, either internally or by hiring a marketing institute reveal a more positive view from the general public than that given by the more scientific studies. The latter are consistently more reserved about the change in format. The readers were, and are still satisfied with the format regardless of what form it takes.
According to Josefine Sternvik, it is fairly safe to say that there was a financial ulterior motive that was equally as important as providing readers with a more compact newspaper. A way of addressing the competition from the free sheets. The hope of appealing to young readers is probably an argument, and female readers who are considered as having great purchasing power attract advertisers. Savings on personnel, paper and printing are also likely to have influenced decision makers. But there is no unequivocal answer as to where and how you can make savings. Is it the tabloid format that generates savings or was the change in format a way of concealing necessary downsizing? The answer is both according to Josefine Sternvik.
Shorter texts
The dissertation claims that the actual amount of editorial material has dropped since the change of format. However, the advertising material has also dropped in volume, so that in relation to this, the editorial material gets a slightly larger share in the tabloids. The change in format also means a change to the editorial material: briefer body texts, fewer news items per page, more visual material. Having more and larger images has in itself been the trend for some time, but it seems as if the tabloid format creates better options, and editing over a full spread with a large illustration is a preference.
With less space for the editorial material, all topics have been forced to make way, but it is especially clear that opinion material such as leading articles, letters to the editor and debates have been given less prominence in all newspapers that have changed format. Apart from this there has been no common pattern in what has increased or decreased.
Temporary upswings
With respect to circulation and subscriptions, it can be pointed out that the increase in circulation in connection with the change in format was merely temporary. For some papers the increase lasted just a month or so, while for others it was a little longer although looking at statistics for a full year, it was hardly noticeable at all. It was therefore not a break to the downward trend in circulation. In contrast to circulations, the growth in subscriptions has been clear. Newspapers that changed format increased the level of subscription by five percent on average. You should then remember that many beneficial offers were made in connection with the change in format, and a year later the increase has once again abated. On the other hand, there are no signs that loyal readers have even considered cancelling their subscriptions following the conversion.
The significance of the format can therefore be questioned. But the attention that was generated for a newspaper as a result of the change in format arouses a level of curiosity that has yielded some positive effects. The change in format was also carefully prepared with reader and advertiser contacts, as well as information both editorially and in marketing. The change in format was handled as a major news story.
By BIRGITTA PAHLÉN, TU
Source: Josefine Sternvik: I krympt kostym (In shrunken suit). The change in format of morning newspapers and its consequences. Dissertation at JMG, the Department of Journalism and Mass Communication, Göteborg University, January 2007. www.jmg.gu.se
Published/updated: --/02/08