Tag Archives: Berliner

‘ET Wealth’ skirts ethical rekha from issue one

After bundling The Speaking Tree with The Times of India, the country’s biggest newspaper group has unveiled a new product that comes bundled with The Economic TimesET Wealth.

The 48-page personal finance newspaper, in a Berliner format a la Bombay Mirror, is issued with ET on Mondays. It will be supplied free in the first two weeks, but will be prized at Rs 5 each week after that.

In other words, the onus is on the subscriber to let the hawker/ vendor know if she does not want ET Wealth with his paper every Monday. Or else, the monthly ET bill surreptitiously swells by Rs 20 or 25.

Edited by former Business Today editor Rohit Saran, ET Wealth skirts with the non-existent ethical lakshman rekha from issue no. 1.

The only advertiser in the launch issue is Nirmal Jain-owned private wealth management firm, India Infoline.

There are six strip ads, eight quarter-page ads, nine half-page ads, and three full-page ads, all of IIFL, without disclosing even once that IIFL is a Times Private Treaties partner. Which means that the Times group is invested in the advertising company that is selling its wares to readers.

Also, the real estate pages in ET Wealth have been compiled with magicbricks.com, again without revealing that the online realty firm is a Times of India property.


Sure, size matters, but does only size matter?

How much smaller can a newspaper sheet get before it becomes a newspaper chit?

From 60-inch web presses (the old Wall Street Journal or The Hindu) which generated very wide 15-inch by 22¾ front pages, we have come down to acceptable 54-48 inch web presses which generate 12½ to 13½ inch front pages (New York Times).

Broadsheets (like The Times, London) which didn’t want the label of tabloid went for a “compact” format, while others like The Guardian, went for an in-between “Berliner” size.

Publishers have passed off each new size in the name of good design, ease of use, diminishing attention span, doing less better, etc, although the most compelling reason—the rising cost of newsprint and the need to cut costs—was the most decisive factor, but rarely revealed to the reading public.

But can we cut the newspaper size even further?

Juan Antonio Giner of Innovation Media believes so. His company, in collaboration with with Bermer and Company, has unveiled what it claims is a “new format” for newspapers, at the 2008 World Association of Newspapers meet.

Called 3030, Giner says it’s not a concept for the newspaper of the future, but the newspaper for today.

How much longer before somebody cuts 3030 into half, and how much of a “new format” would that be?

And how much longer will publishers and designers dance to the tune of accountants and auditors without tackling the core reason for the diminishing returns, which is content?

In the end, there was nothing?

3030 Photograph: Bermer/ INNOVATION

Showcase photograph: Wikipedia