November 12, 2004 Introduction of Compact-Only FormatOrganisation: The Times
Analysis and commentary by Echo Research. The momentous day arrived: "another important date in The Times's long and extraordinary history"(Times Editor, 1/11), November 1st, the day that saw the reputed broadsheet turn compact. Assurances followed that the paper's tradition and quality would remain unaffected, its new format ensuring "The Times will continue to flourish and to perform its unique role in British society"(Times Editor, 1/11). Certainly after almost a year of dual broadsheet / tabloid publication the circulation figures supported the premise that 'size doesn't matter'. The Times claimed the capture of younger, wealthier audience groups and was savvy enough to allow its traditional brethren expression of their views. "Sir, For nearly thirty years I have hidden behind the broadsheet Times successfully avoiding any eye contact and conversation at breakfast. Suddenly, I am expected to comment on hairstyles, holidays, housekeeping and HRT - all before 8am"(Times, 4/11). The competitors proved more ruthless. The Telegraph proclaimed itself "the best in broadsheet journalism"(1/11), and declared the adoption of 15,000 Times' refuseniks (Sunday Times, 7/11). The Guardian, meanwhile, focused on dissension in the camps . "We are probably the most famous broadsheet newspaper in the world and we find out about it this way … you can quote me as a furious and disillusioned Times journalist"(29/10).
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