Stapled format facilitates double-spread
advertising beyond centre-spread
German business newspaper Handelsblatt reaping the advantages
G
ermany’s leading financial daily, Handelsblatt has become the first quality daily newspaper in the country to switch to a tabloid format. The sleek new compact look is accentuated by stapling, delivered by stitching manufacturer Tolerans, which makes the finished result even more reader friendly.
Resultantly, Handelsblatt is also the only German business newspaper to have reported growth in circulation numbers for the last quarter of 2009. “In Q4, we increased subscription sales by almost seven percent compared to Q3,” conveyed Joachim Liebler, Geschäftsführer (managing director) at Handelsblatt. In the same period, single copy sales increased by thirty percent while competitor sales declined in double digit percentages. Handelsblatt placed great importance on reader reaction to their new, stapled format.
In November 2009, Handelsblatt launched its new look, shifting from a conventional broadsheet into a compact and stapled format, namely ‘business format’. The design is unique to the German newspaper sector and was developed by art director Nils Werner, in cooperation with internationally renowned newspaper designers Mario Garcia and Katja Hösli.
The layout and design of the new Handelsblatt is based on a double-spread principle with a complete overhaul of image and graphic formats. Advantages include better presentation of feature articles and the ability to illustrate with larger photographs. Moreover, the daily can now offer double-spread advertising, for example over the lucrative pages two and three. This profitable new opportunity is made possible due to stapling.
