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ISBA warns advertisers over tabloid production costs

LONDON – ISBA has urged advertisers to stand up to publishers of broadsheet newspapers over the issue of production costs incurred in new tabloid editions.

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The Independent was the first UK broadsheet to roll out a tabloid size edition. It was first available in Greater London to target the commuter market, who find the smaller size paper easier to handle on trains.

It proved a success for the paper, pushing its circulation up 7.74% in October to 235,491, according to the last set of ABCs, and was followed with a roll out in the North West and the South coast.

This week rival news group News International launched a tabloid version of The Times, and reports have suggested that the Guardian is set to follow suit.

ISBA, which represents the interests of advertisers, welcomed the changes in the broadsheet market and in a statement called them the "most significant innovation in national newspaper publishing in recent memory".

However, it warned advertisers that costs could rise because ads will have to be reproduced to fit the smaller versions of the titles.

The statement said: "Welcome innovation aside, the tabloid development also carries a potential sting for advertisers, as the layouts and type sizes of most broadsheet advertisements need to be reformatted so that they work in tabloid size.

"ISBA's understanding is that whilst The Independent is covering incremental repro costs, advertisers are still expected to cover the costs that might arise from the need to generate copy appropriate to the new format."

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