MEDIA: Times hit by advertiser rebellion over charges

The Times' launch of a compact edition has turned into a PR disaster after the paper imposed additional production charges on advertisers to place their ads in the tabloid.

The Incorporated Society of British Advertisers (ISBA) has urged its members to refuse to pay the charges and boycott the edition.

Some advertisers, believed to include Homebase, had already decided to boycott the paper before ISBA issued its advice to members. Other ads, including those for Currys, didn't appear in the tabloid because the copy couldn't be legibly shrunk to fit the smaller space.

ISBA's decision came after advertisers and agencies expressed outrage at being forced to pay the production charges, which can amount to £500 an ad. The charges cover the re-sizing of broadsheet ads for the smaller edition. Firms running colour ads are required to pay an additional quality control charge of £150 an ad.

In contrast to The Times' stance, The Independent has been absorbing the extra costs for its own tabloid edition. With The Daily Telegraph and The Guardian also expected to launch tabloid editions, ISBA is concerned that the passing on of these costs does not become standard practice, because it would cost members millions of pounds collectively in the long term.

Times Newspapers general manager Paul Hayes dismissed advertisers' concerns, and said: "We are not seeking to levy any additional charge for an increase in readership and circulation and therefore feel that the few hundred pounds for an extra piece of ad copy is reasonable."

But MindShare managing partner Paul Thomas said The Times had yet to demonstrate that its tabloid was creating any added value for advertisers and that it should absorb the costs until it can, adding: "Why should advertisers be expected to fund what is a marketing exercise for The Times, aimed at remedying its falling circulation?"

Unlike The Times, The Independent invited press buyers to meet its editor to discuss plans for the tabloid.

Analysis, page 14; Leader, page 17.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers