Sky's the limit for the tabloid Independent

Martin Belam  by Martin Belam, 15 October 2003

A little bit of The Independent's editorial grabbed me today - "Sky's the limit" - for two reasons.

Firstly, it was one of those articles that was happily kicking a TV channel for falling viewer share without looking into some of the underlying market reasons. But the bit that got my attention most was their listing of the channels "BBC 1, 2, 3 and 4". It was the first time I have noticed them listed in UK media print without the proviso that BBC Three and BBC Four are digital only.

And secondly I realised that I today I bought The Independent as my paper of choice, because I just picked up the tabloid-sized edition without thinking about it

And there is meant to be a "viral marketing" element to the tabloid size. By reading it on my daily commute I am apparently going to infect other previously broadsheet readers of other titles when they see the ease and grace with which I manipulate serious news in an A4 format.

On the other hand, it might not catch on if enough people see the way I struggled with carrying the groceries, my laptop and the newspaper on the late night Victoria line shift this evening.

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