UK Media Buyers & Advertisers Say Publication Size Does Matter.
A murmur has been circulating throughout the UK for the last several weeks and it's directly aimed at publishers. Specifically, those publishers that have changed the format of their periodicals (gone from broadsheet to tabloid).For ad buyers, the argument goes... You've shrunk my ad space but held my rates. So, in reality I'm paying more. You're ripping me off.
For publishers, the argument goes... I've shrunk the whole publication but your advertising space remains proportional. The effect is a wash and you're just trying to get another discount.
The argument is an interesting one from both perspectives.
On the one hand, personal experience makes us sensitive to the advertiser's argument. After all, how many times have we purchased something from the grocery store only to find it thinner, shorter, smaller... but more expensive than before? There's a sense of irritation and helplessness that accompanies such experiences. So, to see someone finally standing up for themselves is refreshing.
However, on the other hand this situation is not exactly the same. While it's true the size of the publication has changed, it is not as easily argued that there is less value. In fact, if the size change successfully increases circulation and readership, then it can be debated that the advertising position should be of greater value.
Ultimately, finding the real answer is less about size and more about results. If an advertiser's results are suddenly falling off, then it's obvious a publisher must make some adjustments if s(he) wants to keep the business. Likewise, if a publisher is working hard to create greater value for readers and advertisers, then successful efforts should be rewarded not hen pecked.
It will be interesting to see how this controversy plays out in the weeks ahead. -PA-
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