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The Invasion of the Tiny Tabs

Despite evidence that up-market content also pays, it's daily transit freebies that are sweeping North America.

By Shannon Rupp, 11 Mar 2005, TheTyee.ca

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If the three "commuter dailies" due in Vancouver in the next few weeks are true to trends elsewhere, they will boon to advertisers looking for cheaper rates but have little to offer readers. And in the long run that means advertisers in Metro, Dose, and 24 Hours may get less than they're paying for.

Apparently North American publishers have yet to get the memo about a related trend in European papers — the quality tabloid. Subscription dailies are adopting "compact" formats but maintaining the quality of their editorial. In 2003 London's Independent offered a tabloid version of its newspaper as well as the broadsheet. Although the move was viewed as radical, the Independent pointed out that offering different formats is a common marketing strategy for everything from toothpaste to laundry detergent.

The success of the Independent tab form was immediate. According to figures kept by the International Newspaper Marketing Association the Independent got a 27-per-cent boost in circulation, prompting the venerable Times of London to launch its own tab version.

However, the trend that's sweeping North America involves the tabloid-size dailies known as "commuter papers." The trend began in Sweden in 1995, where Metro was distributed through the country's extensive transit system. The model worked across Europe and five years ago the papers began expanding into North American cities with rapid transit: Toronto, Montreal, New York, Boston, and Philadelphia. In Chicago, the Tribune and its rival Sun-Times offered a pair of giveaways known as the "Reds"  -RedEye and RedStreak - that responded both to Metro and the success of North American alternative weeklies in attracting younger readers.

In Toronto and Montreal, Metro's rival is Quebecor's 24 Hours, which looks a bit like a supermarket tabloid. Metro launches in Vancouver on March 14, while 24 Hours is expected by month's end. CanWest will launch Dose in five cities on April 4, with a focus on a younger demographic and an innovative web site.

The unknown quantity

CanWest's Dose is the unknown quantity — in fact, spokesperson Jaye Kornblum-Rea says they're not yet sure what the content will consist of. But the Dose web site suggests what we might expect: sophisticated visuals, high-school yearbook copy, and a staff preoccupation with mediocre television (Amazing Race, O.C., and Desperate Housewives).

Writes publisher Noah Godfrey, 27: "Born at a very young age. Spent much of my childhood growing up. After graduating from McGill, moved to New York to be a media investment banker, work in corporate strategy at AOL Time Warner and in business development at MTV. Attended Harvard Business School and tried to start a business operating Botox retail centers."

Business Manager Davi Singh's craziest aspiration: "Being stuck in a room with Anderson Cooper — he's so yummy!" His guilty pleasure? "I like boys."

Vancouver reporter Jennifer Selk recalls the smell of the rat race lingering on her after working "at a scary investment bank" on Bay Street. "Stinky." Vancouver's Chantal Eustace's craziest fantasy? "[I]t would be cool to be a secret agent skilled at racing around in stilettos and kicking butt with kung fu grace."

Last fall, INMA executive director Earl Wilkinson pointed out in a marketing workshop that newspapers that are bucking the trend to declining circulation are the ones that emphasize editorial quality. Despite the success of giveaways with an audience that is disinclined to read newspapers, when it comes to actually buying a newspaper, while size matters quality also counts.

Up-market papers gain readers

Research done in the competitive UK, where newspaper content can be divided into down-market, mid-market, and up-market papers, long-term surveys have revealed that the so-called popular papers — read sensational tabloids — have seen the greatest readership loss over the last two decades. While the down-market dailies have declined 29 per cent over the last two decades, the mid-market papers have only lost 11 per cent of their circulation. As for the so-called quality papers — what North Americans would call newspapers-of-record — their circulation is up seven per cent.

The study suggests what the marketing wonks in charge of many newspapers have long denied: that subscribers are willing to pay money for good journalism. And it suggests "dumbing down," the strategy-of-choice for most North American papers trying to protect profits and audiences, may actually contribute to declining readership.

Upmarket or down-market, there's no denying the tabloid format plays a role in attracting younger readers. According to Media Life Magazine, market research repeatedly finds that non-readers object to the grief of carrying fat broadsheet papers to recycling. Which may explain another odd fact out of Britain. While the Independent's rebirth as a tabloid was wildly successful in London, the tab version of its sister paper, the Irish Independent, bombed everywhere except on university campuses and transit outlets.

Globe tab component planned

In North America the only vaguely comparable equivalent to Britain's up-market tabs is the long-established profusion of alternative weeklies. Broadsheets such as the Vancouver Sun have experimented with tab format entertainment guides to compete with them — the Globe and Mail will launch a tabloid guide called 7 in Vancouver on April 8 — but that's as far as we've come.

Traditionally, newspaper competition has been good for readers. Editors competing to attract readers often produce better journalism. But in the case of the daily giveaways, the opposite appears to be true: they're not interested in readers, they just want advertisers such that they can put ambitious ad flyer into the hands of commuters.

Without paid circulation to prove how many readers a paper really attracts — as opposed to how many readers took a handout from a hawker — it's easier for publishers to play fast-and-loose with claims about "readership."(Even with paid distribution it's possible to fudge circulation figures, as Chicago advertisers found last fall when the Hollinger-owned Sun-Times was caught inflating its circulation by 50,000 readers a week.)

Misreading the "Reds"

Mike Miner, who writes the media watch column Hot Type for the Chicago Reader an alternative weekly, said that the Reds haven't been successful in Chicago since their fall 2002 debut — they often sit in the boxes. As a solution, RedEye still has hawkers who who press the paper into commuters'hands.

Miner worries that because these cheaply produced commuter papers forced ad rates down across the market, more up-market newspapers will cut spending on original journalism.

And he believes that too many advertisers naively go for the cheapest ad rate and don't consider how well publications are read and how long consumers hang on to them. "A lot of advertisers see that the Reds reach the same demographic as alternative weeklies, but they're a lot cheaper, so why not give it a shot," Miner said in a telephone interview.

"The Tribune could have used these papers as a [journalism] laboratory to try out things they could later use in the Tribune. Get some new young voices; see what we could do to advance the art. But [corporate management] would rather be in a state of denial that RedEye exists than to let them do some interesting journalism."

Perhaps publishers with backgrounds in advertising and PR simply don't define "good journalism" the way writers do.

Kornblum-Rea, a Toronto PR consultant, said that most of Dose's key staff members have unusual backgrounds for a newsroom. Few have experience in journalism. Most, including the editor, have experience in selling something to readers.

Kornblum-Rea said Dose staffers are typical of that "elusive" young demographic that doesn't normally read newspapers. "They lead very busy lifestyles. They're quite clever and quite savvy, but time is a commodity for them and they like to know a little about a lot of things."

That's why Dose will also court them with a web site and a mobile portal. Kornblum-Rea emphasized that the paper will have strong graphics, because this audience is more "visual." She said Dose will offer a combination of "repurposed" copy from the CanWest banks along with some "fresh" writing from the young contributors they've lined up.

"We haven't really defined the content yet," she said, "but it will be the only medium 100 per cent dedicated to this demographic."

Editor Pema Hegan, 28, has a Vancouver connection working with Rethink Advertising. In London he worked with the entertainment listings publication Time Out.

The paper's management team consists entirely of young men under 30, which Kornblum-Rea said is a reflection of the demographic they're chasing.

The metrosexual thing

Since when do advertisers want to reach young men? According to Canadian business consultant Joanne Thomas Yaccato, author of The 80% Minority, North American women control 80 per cent of the consumer dollars spent. And if advertisers have little interest in men, why do newspapers want to attract them?

"I think it's the metrosexual thing," Kornblum-Rea said. "They're more interested in things like grooming products - skin cleanser, hair gels. They're becoming significant consumers and feeling empowered by the products for them," she said, noting that her nine-year-old son knows the difference between hair gels. "At one time there was peer pressure for men not to be in the consuming habit. A guy who spent two hours looking for $200 jeans would get his friends saying, 'What are you, gay?'"

Kornblum-Rea isn't worried about the stunned reaction many people have to the name. Simpsons aficionados call it "D'ohs." Toronto journalists refer to it as "Dozzzzzze." Local CanWest scribes nicknamed Dose "The Clap" - something nasty that no one wants to pick-up.

Kornblum-Rea says such reactions show these people are over 34 years of age. "They did marketing research with thousands from this demographic and they don't know that meaning of 'dose.' What came back from them was that it means 'just enough' or 'the right amount.' The essential stuff. As in a dose of reality.'"

Free — let us count the ways

In Reinventing Newspapers, a 2002 study of the free daily phenomenon, Piet Bakker of the University of Amsterdam School of Communications notes that the papers are still carving out a share of the market. Despite their lack of content — the papers on average have about one-tenth the editorial staff of the metropolitan papers they compete with — in Europe they have claimed about 14 per cent of the market.

They may even act as a kind of training paper to lure virgin readers to the subscription product. In the UK, London Metro successfully promotes The Evening Standard and the Daily Mail, prompting new readers to pick up weekend copies at the newsstand. But market research so far has found that, on average, about half the readers of commuter papers read no other publications.

And while the Toronto Star's media watcher Antonia Zerbesias said it's too soon to tell if North American subscription papers will benefit from the freebies, she has her doubts. "This is a generation that will pay for hardware — an i-pod — but not content," Zerbesias said.

That's hardly a generational thing: why would anyone pay for something they can get for free? Which may be the other reason these commuter papers are putting the paid dailies that are fielding them at risk. In CanWest's case, since Dose will carry an even lighter, "repurposed" version of the none-too-original stories from the chain, why would anyone to pay for a CanWest product which offers only more of the same?

Shannon Rupp is a Vancouver freelance writer and frequent contributor to The Tyee.  [Tyee]

33  Comments:

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  • Kurt (not verified)

    6 years ago

    Good piece, with some qualifications, although I admit it's hard to compare the near-monopolistic Vancouver market with more competitive and cosmopolitan markets like London or Chicago.


    In the space of six years London's Metro has gone from mediocre to quite good, as borne out by Audit Bureau of Circulation figures in the overall market, and the fact that despite a million copies printed daily Mon-Fri (half in London, the rest in Birmingham etc) it's almost impossible to find a copy of Metro after 9 a.m. They are snapped up by commuters and discards are few and far between. It's a good primer, as it's purely straight news stories, no columnists or editorialists, plus a lifestyle section and events calendar, and of course, stories from the games or matches the day before. Readers who want more depth can then buy a Guardian, Independent or Times to follow up on stories that interest them, while the "red-tops" suck wind (down-market titles like porn-king Richard Desmond's deplorable Daily Star, which recently cut its price from 35p to 15p, are in circulation freefall). Why would anyone pay for crap when they can get the basic unvarnished truth for free? So I would support Rupp's contention that the papers which have dumbed down their copy are suffering self-inflicted injury. And I'd argue that the Metro has shaken up the establishment and actually helped foster good journalism, as unlikely as that may seem.


    But the Evening Standard (which used to be great before its new editor canned all their top columnists, and which is owned by the same publisher as Metro and Daily Mail) may also become a freebie. It recently launched a smaller (all the ads but no columnists), free version called Standard Lite to help arrest declining circulation. Some 70,000 copies are given away at lunchtime, to promote the 350,000 afternoon copies, sold at 35p each. The Standard's lost £30million over 3 years, but are reluctant to lose the £20million in annual revenues copy sales bring in, so they've chosen this radical and novel route to boost circulation, rather than becoming a freebie. But the speculation is that it will eventually become a freebie.


    I can see history repeating itself here: CanWest will shed the Dose, turn the Province into a transit freebie and the Sun into a tab.

  • MJK (not verified)

    6 years ago

    Instead of constant navel-gazing (as evidenced by the two recent lead articles on this site) why doesn't the Tyee just provide rwaders with insightful BC-based stories which is what we're all missing these days. Your coverage of the STV and the budget were very good. But there is a preponderance of Tyee "think pieces" about the media, terminator seeds, et al plus foolish stuff like Popeye smokin' dope. What citizens need is good local information which we often do not get from CanWest or the Black papers. Don't tell us why we're not getting it. Give it to us instead.

  • MJK (not verified)

    6 years ago

    Sorry... "readers", not "rwaders", although rwaders might be appropriate.

  • allan (not verified)

    6 years ago

    Good follow-up Shannon.

    What puzzles me is this(naive to me) expectation that some of these new newspapers will be great successes because "hey, we've identified our demographics".

    Good for you, I'd say. You know you want to flog ads at the younger reader so you hire young writers and other crews to put together a graphicly appealing, but sorta weak on real content paper.

    The problem from my perspective, and I must admit I'm a relatively old-geezer far beyond your dream reader age, is you admit hoping to snag an illusive market who are referred to as smart, living busy lifestyles and not into reading the old standards.

    If these really are "smart" young people why in hell would they bother reading such pap. I mean, you could probably get better brain stimulation by reading the back of the corn flakes box.

    Are "smart" young movers really more interested in skin cleaners and hair jell. I ask is this where
    the "quite clever and quite savvy" leaders of the future are at? Scary!

    In my opinion, people who are so focused on nice smelling or shiny hair etc., are not likely to spend much time in deep-think because they are already lost to the wonders of consumerland.

    No, I haven't read any of these freebies as they aren't yet in print, but based on the inane comments in their introductory bios, some of these writers must live in a dream world.

    I think the audience will end up being whoever happens to sit down in front of one. I use the word audience lightly because they probably wouldn't cross the street for one of these papers, but might grab one quickly on a trip to the crapper.

    The big question is if you are chasing smart young people, why can't you just concentrate on a real good quality newspaper that all smart people will read?

    But then it never was about quality or news, was it.>

  • buddy dag (not verified)

    6 years ago

    I see the Big Unions are chomping at the bit trying to destroy one more bastion of capitalist supremacy. I'd like to see that unkown Carol James spin her way out of this one.

  • Mel from Calgary (not verified)

    6 years ago

    A free newspaper from Torstar. It will be good having a newspaper published by people who like Canada.

    I can hardly wait until we get them in Calgary. All we have is Canwest and Sun newspapers.

  • Charles C. Commentator (not verified)

    6 years ago

    Until Canadians learn to pay for what they receive, there is no hope. The fixed circulation giveaway is a content-killing concept because it guarantees the publisher to be beholden to the advertisers before the readers. Perhaps its a holdover of being a British colony where all the "culture" was provided from overseas and there was rarely the question of generating it ourselves and placing value in it.

  • Dear Mr. Commentator (not verified)

    6 years ago

    So we must learn to pay or have no hope? The statement is either stunningly arrogant or else it just fails to notice that you are not a god, do not dictate culture.

    I mean culture in a different way than your "culture", you see. Culture is a child of language, language is arbitrary in its assumptions. So arbitrary that whole cultures can come to believe things that, if viewed from a larger perspective, are obviously unconnected from any other reality. Pure invention.

    The key word in your first sentence is 'pay'. What currency do you reccommend? How will this currency be distributed? You clearly mean money, and you seem to imply a much larger issue than some free shopper's papers.

    I point out to you that whole indigenous cultures, even after subjugation by that colonial culture you mention, found little use for money, little to recommend it, until starvation was the only alternative left them. This idea of paying is abstract and esoteric. Money itself is a mere symbolic representative of the real values our culture holds.

    Do try not to give it such dire weight. I mean, it has it's uses, obviously but it also has power. It has the power you give it, and as that power approaches the absolute value you imply, it leaves less and less room for real life.

  • allan (not verified)

    6 years ago

    Buddy Dag, you had me rolling on the floor with that diatribe.

    "Big Unions", "chomping at the bit" "one more bastien of capitalist supremacy" all in less than 40 words.

    Hey, want to know about another attack on the supremacy of free enterprise? How about the city of Vanvouver's new safe injection site?

    First it was the police acting like a bunch of Socialists harrassing the drug dealers in pursuit of their Capitalist, if temporary Utopia.

    As you certainly will attest, Socialists always lose and so now, instead of police standing in the way of progress, the Pinkos have smashed the dreams of scores of little capitalist by opening those Socialistic free injection sites.

    Shame, shame.

    I mean how's a good Capitalist to survive these days if they can't have unfettred access to people who really need things.

    Thanks for speaking up for all those dealers buddy.

  • The REAL barking mad fox channel (not verified)

    6 years ago

    Mel, I sure understand where you're coming from. FFWD Weekly would accomplish more by raising its per word pay scale and dropping that hard, hard work they put in to give it such a tooth-grinding edge. Pretty slim pickings. It's not like the papers print news.

    Allan, obviously the target market for tabs is party culture, which burns itself out pretty quickly. The kids who ARE smart subscribe to journals and high-editorial content magazines. They don't have time to waste.

  • Charles C. Commentator (not verified)

    6 years ago

    The Barker writes: "The kids who ARE smart subscribe to journals and high-editorial content magazines. They don't have time to waste." Exactly. It was always thus.

    To "Dear..." I say this: I meant that if you are not willing to at least pay less than a large coffee (a couple of bucks a week, say) for real quality and content in a publication then you don't respect it and you don't deserve it.

  • Dear Mr. Commentator (not verified)

    6 years ago

    Yes, I get it.

    If it means that much to you, you can have my share.

  • Charles C. Commentator (not verified)

    6 years ago

    Thanks. Don't forget the GST! ;-)

  • super (not verified)

    6 years ago

    Now to some serious stuff,crime. What say that all the citizens of BC have the chance to vote for the Soliciter General, the top cop. That way hopefully conflict of interest will be at a minimum and we can get a crimefighter/administrator that can handle the growing foreign gang problems. One ballot for the Sol Gen and one ballot for your MLA..

  • kurt (not verified)

    6 years ago

    CCC hits a bullseye with the comment about getting what you pay for. (Now that there will be more than just CanWest here in this backwater perhaps it'll raise the game - Moriarty seems to be trying at the Province.) Established media all over the world are downsizing, and some of that is because of the impact of the internet.


    For example, financial papers are losing subscribers. Not surprising since people can get the latest stock quotes off the net instead of waiting for yesterday's quotes in the paper. But they can't get the indepth reporting, analysis or opinion pieces for free. Why would anyone write this sort of journalism for free? - unless of course they were selling something, in which case it's not journalism. So obviously, if paid-circ papers want to keep their subscribers they have to offer readers something they can't get for free elsewhere, just as the Province and Sun will have to do when Metro launches. That would be feisty and scintillating columnists, not milquetoast platitudes. That's not rocket science.


    And readers sure won't be interested in the prattlings of the juvenile journos at the Dose, even if it's free.

  • allan (not verified)

    6 years ago

    Gee super, and I thought domestic gangs were a problem.

    Do you mean those foreign gangs that take (heist) jobs away from our locally trained domestic crooks?

    BTW, isn't 'super' kind of a foreign name too?

    You know super, I've been thinking of denouncing some of my ancestors because I just realized they too somehow got into Canada without anyone noticing they were foreigners.

    Let's just close the borders and turn off all the lights and maybe they won't notice us.

  • Shannon Rupp (not verified)

    6 years ago

    Hi Kurt, I was interested in your comments about the evolution of Metro in London -- sounds like you were a witness. Would you mind e-mailing me directly to talk about it? Thanks, S.

  • No name (not verified)

    6 years ago

    Did you see and read (sic) this morning's first Metro? As underwhelming as the CanWest twins. A lead story headlined 'St. Paddy's Day blowout,' over a photo of three worse-for-wear Granville Street Paddys hoisting green beer for the writer-photographer -- who ain't much of either, by the way. Suddenly The Province has gravitas, relatively speaking.

    They've found a solution to the litter problem they threaten to create: just leave them in the little green box so the Metro driver can pick them up in the morning.

  • VCW (not verified)

    6 years ago

    Thanks Shannon for a great and topical series. I encourage the Tyee to commission more like it on other topics.

    I had a look at the first Metro today and it's bad. But I'm a boy with a brain who is slightly older than their target demographic, so it's not surprising that I found it to be 16 pages of very amateurish design, assembly, reproduction, writing and editing. I read it more out of curiosity than anything else and likely won't pick it up again.

    Just by virtue of there being 300,000 more dailies on the street means that the big three (Province, Sun, Globe) will be affected. But I suspect all players in the market (weekly, monthly, trade) will hear the sound of advertising dollars being sucked out the door.

    The only ones who won't really be affected in the Vancouver market is the ethnic press, which, in the Chinese community, is very robust anyways. There are three Chinese paid circulation dailies and already numerous free weeklies and dailies and everybody seems to be surviving in a community of about 400,000 people. When I was working in Hong Kong back in the day (when it was still governed by Britain), there were 50 daily papers (two English language) of varying size and focus serving a city of 7 million people.

    In Vancouver we've been basically served by state-run (the state being CanWest) publications for the past 25 years so anything new, even if its crap, is good from a competitve perspective.

  • Afraid of the thought police at Tyee (not verified)

    6 years ago

    Jeez, cheap shots abound.

    Staff's preocupation with mediocre TV...

    Chantal Eustace seemed to be hip enough to write for Tyee or maybe that just means that there isn't a TV "means test" for Tyee journalists but there is for Dosees?
    http://www.thetyee.ca/About+Us/Chantal+Eustace.htm

  • Anonymous

    6 years ago

    Why do you assume "hipness" is a criterion for working at the Tyee? Looks more like they value good writing and reporting more than anything else.

    Haven't you noticed? The only people in media who worry about the hip factor are the ones who can't do journalism.

  • Afraid of the thought police at Tyee (not verified)

    6 years ago

    My point is that if Ms. Eustace is capable enough to write for Tyee then it seems a little odd that she should be denigrated for taking a job at Metro.

  • Anonymous

    6 years ago

    Actually she took a job at Dose (you really must try reading more carefully) and no one was denigrating her, personally. I believe the story pointed out the contrast between what Dose's PR people say about the product and what the Dose staff is actually producing.

  • Anonymous

    6 years ago

    Actually she took a job at Dose (you really must try reading more carefully) and no one was denigrating her, personally. I believe the story pointed out the contrast between what Dose's PR people say about the product and what the Dose staff is actually producing.

  • Chuckie CC's little Bro' (not verified)

    6 years ago

    I picked up Metro today. What's the problem? Its compact, lightweight and well laid out. The only reason anyone would critcize it is because its hard for some people to accept that the majority of people are lazy, passive and incurious and that they need to read something too. Its a tough lesson to learn but once you embrace the fact, making money becomes much easier. Its like a free donut giveaway!

  • Anonymous

    6 years ago

    Have we even seen what Dose is producing yet? Seems like those bios on the website have little to do with real content. So you really are being fairly judgemental and yes, denigrating about a product you haven't even seen.

  • Anonymous

    6 years ago

    Or wait... were you talking about metro? This is getting so confusing. We all know people who read the Tyee are going to be condescending about anything CanWest.

  • Anonymous

    6 years ago

    Actually, she took a job at Dose. (You might want to try reading more carefully.) The story didn't denigrate her personally. It pointed out the discrepancy between what Dose's PR people say about the product and what Dose's writers produce.

  • Sheila (not verified)

    6 years ago

    Have seen Metro and the content is thin. Living in Vancouver it's hard to appreciate what a good newspaper is because there are no good newspapers. Whenever I read a story in the New York Times or the Guardian I'm reminded of that.

  • Sheila (not verified)

    6 years ago

    Have seen Metro and the content is thin. Living in Vancouver it's hard to appreciate what a good newspaper is because there are no good newspapers here. Whenever I read a story in the New York Times or the Guardian I'm reminded of that.

  • Anonymous

    6 years ago

    Actually, she took a job at Dose not Metro.(You might want to try reading more carefully.) And no one was denigrated personally. The article merely pointed out the discrepancy between what the PR people say about the product and what the writers are producing.

  • Anonymous

    6 years ago

    Way to post the same comment... over and over and over again. If you want to argue, you might want to try some original thought.

  • Anonymous

    6 years ago

    Computer glitch. And judgmental doesn't have that extra "e."

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