By: E&P Staff Readers have greater recall of ads now in The Wall Street Journal Asia's new ""compact"" format than when it was a broadsheet, according to publisher Dow Jones & Co.
Wednesday, Dow Jones released a ""Subscriber Advertising Measurement"" (SAM) study comparing reader recall of ads about a month before the paper went compact in Oct. 17, 2005, and ""shortly"" afterwards.
Results from the study included the following, according to Dow Jones:
*The average recall for all ads in the Oct. 20 compact issue was 73%, compared to 69% in the Sept. 20 broadsheet issue.
*Color advertising ""was shown to be more effective in the new format,"" with 82% recall versus 76% in the broadsheet.
*Recall of full-page ads was 88% recall in the compact, compared to 83% in the broadsheet, and 71% for the average recall in six broadsheet issues surveyed from January to September 2005.
*Recall of a newly created front-page ad position was 86%.
Dow Jones said the study found nearly three-quarters of survey respondents, 73%, prefer the compact format.
Alice Chai, Dow Jones' director of research in Asia said the paper usually conducts SAM studies eight times a year in four markets as a free service to advertisers.
""With the much-anticipated change to a compact edition and our advertisers' interest in comparing the new format's effectiveness with that of the broadsheet,"" she said, ""we decided to survey a much larger sample in nine markets, namely Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan and Thailand.""
In January, Dow Jones said it would change the format of the U.S. flagship Wall Street Journal, but said it was not taking the paper tabloid. It said the width would be narrowed from its extra-wide broadsheet to the narrower U.S. standard newspaper broadsheet.
Comments
No comments on this item Please log in to comment by clicking here