Media buyers analyse Guardian’s new format

Media buyers have expressed concerns over the 10-column grid proposed for The Guardian's new Berliner format, which is expected to debut on 13 September.

The jury is out among agencies as to whether the new-look Guardian with its 10 column advertising grid represents a fair deal for advertisers.

With the new grid, a 25x4 ad will now fit into a 22x5 format, meaning more single column centimetres, but in a smaller space.

Media buyers are not fully convinced of The Guardian's argument that more single column centimetres will actually mean greater impact on the page.

One media buyer commented: "Impact is a very difficult thing to quantify. We are waiting to see the research they have done on it and are talking to clients before making a decision."

Another press director said The Guardian had been clever in the design of its grid, which was superior to other broadsheets that have downsized.

"The Guardian is maintaining its column centimetres on the page, going from 432cm to 440cm, whereas The Independent went from 432cm to 204cm," he said.

However, he has yet to be completely persuaded on the format.

"At the moment, I am taking a watching brief on it – there are going to be some issues in terms of complexities."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.


Get news by email