The Times plans compact focus in autumn campaign

by Colin Grimshaw,, Marketing 08-Jun-04, 14:30

LONDON - The Times is plotting a major autumn marketing campaign as it switches its editorial emphasis to the compact edition.

Sales of the compact are believed to have reached 300,000 and now form 46% of The Times' total sales.

Once compact sales exceed 50% of total sales, the primary editorial and marketing focus will switch from the broadsheet to the compact.

With the regional availability of the compact being extended throughout the summer, the switch is expected to occur by September. A redesigned compact will be unveiled with the choice and length of stories, as well as the layout of the pages, aimed specifically at tabloid-reading commuters.

Rival The Independent is now only available in its tabloid version following impressive sales since its introduction last year.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.