• by Jack Loechner , Staff Writer @mp_research, March 7, 2006

According to Jim Chisholm, Strategy Advisor to the World Association of Newspapers, speaking to an audience of senior American newspaper executives, newspaper readers like smaller formats. And while the large circulation increases reported by downsized newspapers tend to disappear over time, those newspapers that utilize format change as part of a wider commercial strategy see gains in reader loyalty and advertising yield.

"Format change was never going to be a panacea. but it is proving to be a worthwhile move, in terms of raising reader satisfaction and providing a foundation for other editorial and commercial developments," said Chisolm.

In the last two years, more than 80 major titles have undertaken a transformation either from broadsheet to tabloid or to the mid-sized Berliner format.

Among those newspapers that aggressively promote the change, circulation patterns are remarkably consistent. Shortly after the smaller editions are launched, circulations rise between 10 percent and 15 percent. But after a year, few titles are showing circulation gains. "The end result is, at best, a one percent growth, or for many, stable sales. Many publishers, having been faced with declines, regard this as success enough for their efforts," said Mr. Chisholm.

"...one publisher said: 'It's not enough to only change the format, readers expect the newspaper to be new.'" Mr Chisholm said. "Changing your format does not solve everything... the content needs to be refreshing as well, (and) you also have to take the editorial content into consideration to satisfy your readers and advertisers." he concluded.

For more on the size conversation, please go here.