We're Changing!
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These commonly asked questions, with answers, will help you explain the more convenient format to advertisers. Q: When will the new size make its debut? A: Monday, January 1, 2001 is the first edition of the Anchorage Daily News at the new, convenient size. Q: Why are you changing the size of the newspaper page? A: We anticipate this new size will become the industry standard. Many major daily newspapers have already moved to this size and many more have announced plans to make the move. Readers have told newspapers they prefer the new, more convenient size. It’s easier to hold and easier to fold. The slightly narrower size reduces the amount of newsprint we use, thus reducing the upward pressure on advertising and subscription rates. Newsprint prices have been one of our most volatile costs over the past decade and we need to do all we can to manage costs. Q: What do readers think of the new size? A: Research in over 100 markets indicates that most readers prefer the new size. In fact, the first newspaper to make the change, The Toronto Star, did it simply because their research indicated readers wanted a more convenient sized paper. Q: Are other newspapers doing this? A: Yes. Several other newspapers have made or are making similar conversions, including The Washington Post, The Toronto Star, Los Angeles Times, The Plain Dealer (Cleveland), The Post-Standard (Syracuse), The Denver Post, and The Portland Oregonian. Others are preparing to make the change. The new, more convenient size will soon become the industry standard. Q: How much different will the new image size be? A: The width of the new standard broadsheet will be 11.83 inches wide, about 1" narrower. The depth remains the same at 21 inches tall. In one recent study, seven out of ten interviewed preferred the new, more convenient size page. Q: If the Anchorage Daily News is saving money on newsprint, will those savings benefit advertisers and readers? A: Yes. Both advertisers and subscribers will benefit from the newsprint savings. The more the newspaper is able to carefully manage it’s expenses, the smaller any future advertising rate increases may be. The Anchorage Daily News’ advertising rates are lower than many similar sized newspapers throughout the country. We intend to do everything reasonably possible to maintain that. Q: Sounds like I’ll be paying more for less. A: No, not true. You are buying the same market-wide circulation and readership. The Anchorage Daily News continues to offer advertisers one of the highest household penetration ratios of any daily newspaper in the country. The Daily News reaches more people each day than any other single media source in the market. Q: Can I still pick up broadsheet ads and run them in special sections? A: Yes, in many cases picks up will be the same. Some special sections that were previously modular will have slightly adjusted modular sizes. Q: Do I need to change the ad sizes I provide to the Daily News? A: Yes, we prefer that you send the ads in the new format specified in the tables at right and in the production brochure provided. However, we understand some advertisers will need time to make these adjustments and we will accept ads based on the old (SAU) format. We will convert these ads to the new width at no additional cost or effort on your part. For ads that we electronically adjust, we will make every effort to make sure there is no perceptible distortion of images. Q: What will happen to pick-up ads? A: We will continue to pick up ads that have previously run and resize them here. You do not need to submit new materials. Q: If I choose to have new ads built in the new size, what is my deadline? A: Space reservation and copy deadlines will remain the same as they are now. But, for best service in redesigning your ad, we encourage you to contact us as early as possible. Q: Can I get help if I am worried about the readability of my ad in the new size? A: Of course. We can recommend a variety of type fonts and make other suggestions to ensure the best presentation of your ads. Q: How will the classified section be affected? A: Classified will still have 10 columns per page, with a slightly narrower column width. The new column widths in the classified section started on Monday, September 25. Q: With the narrower column widths, won’t my ads run longer than they do now, costing me more? A: Not in most cases. The reduction for each column is very slight. In cases where the ads do "spill" over to another line, the classified professionals at The Anchorage Daily News can work with you to efficiently and effectively maintain your current ad size. |
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