Being aware of size, editorial, and style changes within a print publication can help an advertiser in being affective with the campaign.MediaPost reports that the Chicago Tribune has recently cut 1” from the width of its newspaper. While the new page size is becoming an industry standard in the United States, the change is said to be an effort to trim the costs of the Tribune Co., which has been in Chapter 11 bankruptcy since December 2008.
Due to the size alteration, which started on February 8th, other aspects of the newspaper have adapted. For example, several comic strips have been removed and headlines and photos have shrunk. However, it has been noted that the size of the font in the articles will not be affected.
Being aware of size, editorial, and style changes within a print publication can help an advertiser in being affective with the campaign. If the sole reason to advertise in a certain paper is due to a syndicated article or comic strip, it would be good to know if either is dropped. Also, it can be a sign to reevaluate the size of an ad. If the newspaper is getting smaller, perhaps the large 30” ad is no longer necessary and a 24” ad would have the same impact at a lower cost.
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