Web Reduction Talking Points.
For Blade employees who receive inquires regarding the reasons for the 44" web reduction, here's a list of talking points to use:
New Blade Formatn First day of new width Tuesday, February 24, 2009
Narrower paper width partially offsets increasing production costs of newsprint, printing plates and ink.
Narrower widths are an industry standard. Larger advertisers create ads in standard advertising sizes.
Reader friendly format. Classified ads are larger and easier to read. National focus groups preferred the narrower width or did not notice the change.
Greener edition: A narrower width saves newsprint both at the beginning of the process with fewer trees and at the end of the lifecycle by decreasing landfill waste.
Classified and ROP Column widths are now the same allowing advertisers to easily run the same ad in both sections.
Tabloids are changing to 6 columns X 9.75 This allows an advertiser to conveniently buy a quarter or half page in our tabs.