Frequently asked questions
Below we’ve compiled a list of the most frequently asked questions in relation to these changes, if your question isn’t answered below, please email firstname.lastname@example.org, or if you want to find out more about advertising in our publications, please email email@example.com.
The size of a compact newspaper is smaller in height and width than the traditional newspaper page size. Stuff’s community newspapers and the Sunday News are already published in compact format.
The weekday papers that are changing to compact format are:
- Waikato Times
- Manawatu Standard
- Taranaki Daily News
- The Dominion Post
- Marlborough Express
- Nelson Mail
- The Press
- The Timaru Herald
- The Southland Times
Please note that weekend papers will be staying in their existing format.
We’ve created prototypes of each of the new papers – you can look through them here.
The introduction of the new size is based on feedback we received from customers during research undertaken in May 2016, as well as international research results that show compact-sized newspapers are well accepted by readers as they are much more convenient to read on the go. This change signals that Stuff is committed to ensuring the continuity of our regional and metropolitan papers.
We engaged third party research and insights company The Thinking Studio to conduct research with our readers across the country, in a bid to help us understand what readers liked and did not like about our papers, and identify opportunities to improve the delivery of printed news. The major findings were that compact format was regarded as preferable, as it was easy to read and handle, and that print newspaper readers wanted more local content than we were currently providing.
Our intention is that the newspapers meet existing reader needs better. We have made a significant investment in marketing the change to our readership across various channels, to not only retain our loyal customers but to also introduce new readers to our newspapers, and as a result, grow readership. Read an overview of the marketing program for readers here.
Along with a refreshed look and feel that readers will love, we are also taking the opportunity to realign our approach to advertising and layout. This means advertising sizes for display advertisements will change to match other publications in the marketplace. We are also changing the terminology used to size ads, from cms and columns to “modules”. Read an overview of changes to advertising in all papers here.
Please note that this change doesn’t apply to classified advertising, which will remain in cm and columns.
Please note that classified advertising and the AgTrader will remain in cm and columns.
The cost of advertising will not increase as a result of the move to compact.
Advertisers who regularly book advertisements that are a quarter page and under will receive slightly more space for the same price in the compact format. Advertisers regularly booking sizes a quarter page and larger, will have a number of options to consider, which your account manager will take you through.
Yes and no: The modular sizing of display advertisements will roll across all our papers including the communities and the weekend editions, but only the Monday to Friday papers will be moving to the compact format. The weekend papers are staying the same size as they currently are.
Yes, and in some cases it can be even more effective. When our Fairfax counterparts in Australia moved to a compact size they conducted neuroscience research with a third party Neuro Insight, to understand the impacts of moving to compact on reader engagement with advertising. They uncovered four key findings:
- Compact is a more engaging reading experience and this engagement transfers to advertising.
- Advertising gets 50% more attention in compact.
- Increased engagement + increased attention = more effective advertisements.
- Some advertisements work better in compact than broadsheet.
This change will be supported by easily the biggest marketing investment we have put behind newspapers for many years. This includes an external promotion to engage and get new readers to try the new papers, as well as significant support from across the Stuff print and digital portfolio. Read an overview of the marketing program for readers here.
No. Our research shows us that readers value local news above all else and we will ensure that is core to the compact version of the paper. Read all the improvements we have made to the content in the compact newspapers here.
As well as being more visually appealing, our editorial will focus on a deeper coverage of local, national and international stories and issues, with a renewed focus on good opinion and lifestyle content.
The change in format is a signal to our readers and advertisers that we are committed to making our print portfolio as appealing and relevant as possible.
The format of the Saturday and Sunday papers won’t change, but the advertising sizing will change to modular for all weekend papers. Read about changes to the advertising of all newspapers here.
The larger broadsheet format is much better suited to a longer weekend read, as audiences are more likely to read their weekend newspaper while relaxing at home rather than consuming it at the breakfast table or on the go. Additionally, the weekend papers generally have more pages, and the larger format makes this easier to manage for the reader.