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Handelsblatt increases circulation with stapling and new format 2010.03.15 Handelsblatt, Germany’s leading financial daily, is the first quality daily newspaper in the country to switch to a tabloid format. The sleek new compact look is accentuated by stapling, delivered by stitching manufacturer Tolerans, which makes the finished result even more reader friendly. A unique new format In November 2009, Handelsblatt launched its new look, shifting from a conventional broadsheet into a compact and stapled format, which Handelsblatt calls a ‘business format’. The design is unique to the German newspaper sector and was developed by art director Nils Werner, in cooperation with internationally renowned newspaper designers Mario Garcia and Katja Hösli. Leading increase in circulation Handelsblatt is the only German business newspaper to have reported growth in circulation numbers for the last quarter of 2009. “In Q4, we increased subscription sales by almost 7 percent compared to Q3,” says Mr Joachim Liebler, Geschäftsführer (Managing Director) at Handelsblatt. In the same period, single copy sales increased by 30 percent while competitor sales declined in double digit percentages. Handelsblatt placed great importance on reader reaction to their new, stapled format and set up a relaunch blog, which received many positive comments. Stapling means new advertising revenue The layout and design of the new Handelsblatt is based on a double-spread principle with a complete overhaul of image and graphic formats. Advantages include better presentation of feature articles and the ability to illustrate with larger photographs. Moreover, Handelsblatt can now offer double-spread advertising, for example over the lucrative pages 2 and 3. This profitable new opportunity is made possible thanks to stapling. Positive reaction “We have had very few cancellations of subscriptions related to the new format,” says Torsten Köning, sales manager at Handelsblatt. “We have received questions asking why we changed the format but only in very rare cases has that lead to cancellations”. Köning also underlines the value of the printed edition, which will be the main source of income for the foreseeable future. He adds, however, that the newly started internet-based paid content services are set to become an increasingly valuable source of revenue. Read full pressrelease Pressrelease in German Back...