By: E&P Staff The widely publicized shift from broadsheet to tabloid format carried out by several top newspapers in Europe this year has apparently paid off in circulation.
As a result of its move, The Times of London's circulation in November rose by 60,000 copies, or nearly 10%, from the same period last year, according to a report in The Wall Street Journal today. It said that 40% of the Times' readers are in the 25- to 44-year-old range, compared with 34% for the former broadsheet version.
At another U.K., paper, The Independent, which went all-tab in May, circ has gotten a 9% boost in the past year. That paper claims a large increase in both upscale and women readership, ?helping to revive a newspaper whose circulation stood at 413,000 in 1990 but had slumped to just 225,000 by 2003,? according to the Journal.
The Times calls its new size "compact" rather than "tabloid" in a bid to ensure readers that the quality won't decline.
?Surveys by newspapers across Europe found that many readers prefer the handier format, especially commuters in crowded trains and subways who tend to be the wealthier urban consumers that advertisers seek,? the Journal reports.
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