By: E&P Staff
Another daily newspaper has embraced the tabloid format. Readers of The Record in Troy, N.Y. will find a smaller version of their paper come Monday morning.
“We are looking to improve the product,” D. Lee Carlson, vice president of advertising and marketing for the Journal Register Co., told the Times Union in Albany, N.Y. which first reported the story on Tuesday.
Many in the industry have been pondering the tabloid format, particularly after several papers switched from broadsheets in Europe and enjoyed a nice circ boost.
Tabs are easier to carry around, appeal to younger readers, and can boost readership. For the six-month period ending March 2005, the Record’s daily circ dropped 10.5% to 16,314 and its Sunday circ slipped 11.8% to 18,056.
Despite the potential benefits, advertisers sometimes balk because they don’t want to pay the same rate for an ad reduced in size.
The Times Union tracked down the supermarket chain Price Chopper, a regular advertiser in the Record. A spokeswoman said her company already prints circulars in the tab format and that the switch shouldn’t be a problem.
According to Carlson, the Record is the only daily within the Journal Register that will undergo any changes.