Independent revamp offers advertisers prime position

by Alison Donnelly, Marketing 24-Sep-08, 15:59

LONDON - The Independent newspaper has revealed the commercial strategy behind its full-colour redesign, which launched yesterday.

The relaunch comes as the paper battles against a declining circulation that in August fell 2.2% from July, and, in line with the rest of the print sector, continues to be hit hard by leading advertisers scaling back marketing budgets.

The Independent will offer strip advertising across the top of its news pages for the first time in a bid to offer advertisers better value. The paper's commercial director, Daryl Fielding, said: 'Full colour offers a lot of opportunities for advertisers. The changes we have made to the editorial content will also provide scope for more engagement with brands.'

The redesign includes regular separate sports supplements, a new features section, called Independent Life, every Tuesday, and a science and technology pullout on Wednesdays, which will include coverage of gadgets. There will be extended food and drink coverage on Thursdays, while an extended arts and books supplement will include music and film coverage.

Fielding added: 'The subjects that we cover as part of our supplements have been chosen with commercial value in mind. They are still interesting to the readers, but they are aligned with how well we feel we can do with advertisers.'