A Short Time With Brody About the Times

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Here’s a tricky one. See, we love reading Brand Republic, the ad/marketing/design publication based out of London, but we don’t have a subscription, so we can only read the first little bit of their stories. Usually this isn’t so bad, because we can do research elsewhere and find links to what they’re talking about. But in this feature, about a subject we covered a while back, wherein Research Studio’s Neville Brody talks about the Times’ decision to re-design their paper, we get a whole big interesting first paragraph, but that’s it. Now we’re almost entirely convinced that we finally just need to pony up the dough and subscribe to the thing. See if you have the same reaction from just this little bit:

The change from broadsheet to compact is, for newspaper owners worldwide, now a fact of life as many titles experience falling circulations, increasing consumer desire for smaller products such as mobile phones, and a need to engage with a younger and more female demographic. The newspaper world is characteristically a conservative one and it was taken by surprise when The Independent launched a compact to run alongside its 19-year-old broadsheet in 2003. The move was dismissed by many pundits as an act of desperation from a newspaper that was bottom of the broadsheet league, until The Times followed suit and gave credence to the concept that a broadsheet could change format without losing credibility. Now it is clear that compact can build readership, can give the opportunity to reinvent or refocus and also to address new prospective readers.