Marketing awards triumph for compact 'Independent'
The success of The Independent as a quality compact
newspaper has been recognised by the marketing sector with prestigious awards at
the industry's Oscars. The newspaper was praised for "challenging the
orthodoxy", defying the predictions of some media analysts by successfully
switching to a smaller format that readers like.
Marketing awards triumph for compact
'Independent'
By Ian
Burrell Media Editor
07 October
2004
The success of The Independent as a
quality compact newspaper has been recognised by the marketing sector with
prestigious awards at the industry's
Oscars.
The newspaper was praised for
"challenging the orthodoxy", defying the predictions of some media analysts by
successfully switching to a smaller format that readers
like.
Judges at the Marketing Week
Effectiveness Awards 2004 were impressed how the product had been marketed on
TV, radio and in poster campaigns to reassure readers "quality remained
unchanged in a smaller format".
The
Independent won the "Grand Prix", the event's blue riband award, and also
collected the "New Product of the Year" award and the "Media Owners"
award.
Simon Kelner, the editor-in-chief
of The Independent, was named Marketer of the Year for pioneering the project to
turn the newspaper into a compact. The judges said: "He was passionate about the
change, willing to put his head on the block, such was his faith in the
venture."
The first anniversary of the
launch of the compact Independent was just a week ago, and it has been a year of
accolades.
The Independent was named
National Newspaper of the Year in the British Press Awards and Daily Newspaper
of the Year at the London Press Club awards. Mr Kelner was named Editor of the
Year at the What The Papers Say awards.
Posted: Ma - Oktober 11, 2004 at 09:39 AM