Tag Archives: インデペンデント

The Independent launches ‘mini Indy’ on October 26



Independent Print社が発行元となるiは、インデペンデント紙の簡潔版で、情報過多と時間に追われる現代人が、上質なニュースを安価かつ短時間で読めるというのが売り。月〜金曜日発行予定で、お値段はタブロイド紙・サン並みの20ペンス。ロンドンの夕刊紙「イブニング・スタンダード」を1ポンドで買収・無料化して発行部数を3倍にし、今年3月には赤字に悩むインデペンデント紙を同じく1ポンド買収した(過去エントリー参照)、元KGBでロシア人富豪のオーナー、アレクサンドル・レベジェフ(Alexander Lebedev)氏のこと、何か新しい事をやらかすであろうと噂されていた。インデペンデント紙のニュースを使えるので、コストも抑えられるし、発行元もリスクが少ない。この「mini Indy」(インディはインデペンデント紙の愛称)、高級紙の中でいちばん発行部数の少ないインデペンデント紙の起死回生となるか?

I found this newspaper ad today, of “i, which will go on sale on October 26. Created by the Independent, i will be the first quality daily paper to have launched in UK in almost 25 years, since the Independent itself in 1986.

→ See the past entry for more about British newspaper

i, published by Independent Print Limited, is a concise version of the Independent, and is designed for busy readers who are suffering from information overload and want a comprehensive digest of the news. This “mini Indy” is available on Mondays to Fridays, for just 20p, which is the same as The tabloid paper, The Sun. The owner Alexander Lebedev, a the Russian Billionare and former KGB agent, purchased the Independent this March for £1 (see past entry), after acquired the London Evening Standard for also £1 and made its distribution tripled by making the paper free of charge. He was expected to do something for the Independent as well, and now came up with this brilliant idea. It is also relatively risk-free for the publisher, making it with low additional cost by using news from the Independent. Let’s see if this “mini Indy” can help revive the underdog Independent, which has currently the lowest daily circulation among the UK quality national newspapers.

Enhanced by Zemanta

Financial Times Saturday: FT WEEKEND

Mは最近、フィナンシャル・タイムズ(以下FT)の土曜版(FT WEEKEND)を買い始めた。ちなみにイギリスの新聞は、土曜、日曜版は分厚く、ニュース、アート&エンターテインメント、スポーツ、不動産、旅行など、いくつかのカテゴリーに分かれており、付録の雑誌やテレビガイドなどもついてくる。よって、お値段も高くなる。FT WEEKENDは、他紙の土曜版より高い2.80ポンド。やはり購読層がお金持ちなせいか、紙面は高級感が漂い、広告や掲載されるファッションや商品は高級ブランドもので、私には少し取っつき難い感じ。

以前は、経済紙のイメージの強いFTはシティに勤める銀行員か金融関係者向けだとして、見向きもしなかったのだけれど、土曜版のアート&エンターテインメント系の記事が充実してると聞いたので買ってみたら、面白かったとのこと。Mが何故か目の敵にする、雑誌・Monocleの編集長、Tyler Brûlé(タイラー・ブリュレ)がコラムを持っていて、このこともMが土曜版を買う理由の一つじゃないかと思っている。Mは否定するけれど、なんだかんだ言いながらMonocleも毎号チェックするし、彼のポッドキャストも毎週聞いているし。



Recently, M switched his Saturday paper to Financial Times (FT)’s Saturday version, FT WEEKEND. British newspapers’ Saturday and Sunday versions are thicker than weekdays, divided in several categories such as news, arts & entertainments, sports, real estate, travel etc, and usually comes with magazines and TV guides. Therefore, the price is also higher than weekdays. FT WEEKEND cost £2.80, which is more expensive than other Saturday papers. Since FT has more affluent readers, I can smell money and poshness here and there in the paper, and ads and featured fashions & products are of expensive brands – I feel a bit fish out of water when I read it.

In the past, we thought that FT is a financial paper, as its name suggests, and is for the City bankers and financial workers, and never thought about buying it. But M started to buy FT WEEKEND because he heard that Arts section on FT Saturday version is quite good. I also believe that one of the reason he buys FT WEEKEND because his archenemy Tyler Brûlé, an editor-in-chief of the Monocle magazine, has a column. M denies it, but he checks Monocle magazine every month while complaining, and listens Tyler’s podcast every week!

Though he buys FT on Saturday, he still sticks to the Timesthe Sunday Times on other days. Since we moved to London, the newspapers he reads has shifted from leftish the Guardian / the Observer and the Independent to the more central right the Times and FT. Since many readers of the left papers are young, it means that M got older and became a middle aged man (sorry for the young readers of the Times and FT) ??  But still self-endorsed ‘cosmopolitan city boy’ M insists not to buy the Daily Telegraph, which he believes that it’s for suburban and countryside conservatives and elders (sorry again for the young Telegraph readers!). →See past entry for details about British papers.

But its dirty pink / beige color is not cool – blunt and boring. Color photos don’t look well with the background color. I understand that they want to use the color to stand out, but the choice seems to be wrong, to me…

Enhanced by Zemanta

The Times London Underground Poster / Ad Campaign

The Times Underground Poster

今日、地下鉄の駅で見た、The Times(タイムズ)紙のポスター。Mが愛読しているイギリスの新聞で、写真を効果的に使った広告キャンペーンを行っている。2008年9月、ダウニング街10番地の黒いドアの前で笑顔で手を振っている当時民主党候補だったオバマや水着姿の少年等、写真のみで広告主の名前が入っていないミステリアスなポスターが、70のロンドンの地下鉄の駅に出現。色々な憶測を生んだ。その翌週、同じ写真だが今度は「The Times」の名前入りのポスターが張り出され、その謎が明かされた。という鳴り物入りで始まったこの広告、その後も次々と写真を変えながら続いており、新しい広告を見つけるのが楽しみになっている。最近、読者に現在の社会問題を考えるきっかけを作る、新しい広告キャンペーン”Be part of the times‘の第2段階が始まった。

The photo above is a British newspaper ‘The Times‘ poster I saw at the London Tube station. The Times, M’s favorite paper, has been doing this striking ad campaigns since last year. In September 2008, several variety of mysterious posters with no brand name but only images, such as then Democratic presidential candidate Obama standing in front of number 10 Downing Street and boy in bathing suits, appeared at 70 London underground stations. These posters without any message or explanation stirred speculations among Londoners. Then on the following week, the same images with ‘The Times’ reappeared across the images and the mystery was solved. This ad campaigns are still going on with new images, and it gives me an additional joy to look for a new version of the ads. Recently the Times has launched the second phase of a poster initiative that invites consumers to think again about current issues as it invites them to “Be part of the times‘.

The Times Newspaper AdThe Times Newspaper Ad

イギリスの新聞(全国紙)は、階級社会を反映し、Quality Press(クオリティ・プレス)と呼ばれる、中・上流階級や知的階層向けの高級紙と、Tabloids(タブロイド)と呼ばれる中流階級・労働者階級向けの大衆紙に分かれている。階級人口を反映してか、大衆紙の売上げは高級紙を圧倒的に上回っている。例えば、イギリスの新聞最大発行部数300万部を超えるThe Sun(サン)に比べ、高級紙最高部数を誇るThe Daily Telegraph(デイリー・テレグラフ )でも90万部以下である。硬派の記事が主流の高級紙に比べ、大衆紙はゴシップ・スポーツ・お色気満載で、日本のスポーツ新聞のような感じ。でも、ルパート・マードックがタイムズを買収して以来、読者離れを防ぐため、高級紙も柔らかい記事を載せるようになった。




  • デイリー・エクスプレス (Daily Express / Sunday Express)
  • デイリー・メール (Daily Mail / Mail on Sunday)



Reflecting British class system, UK national newspapers could be split into serious-minded newspapers, usually referred to as quality press or broadsheets, and less serious newspapers, known for their small size as tabloids or the popular press. The readers of quality press are typically middle/upper class and intellectuals, and normally working class readers choose tabloids. The circulation of popular press are much higher than quality press – The Sun, the biggest newspaper in UK, boasts around 3 million circulation in compare to the top quality press The Daily Telegraph with less than 0.9 million readers. In compare to quality press with serious topics, tabloids are full of gossips, sports and half-naked women. However, recently quality press start to catch up with popular press and talk more casual articles, trying to keep their readers.

The quality press are known as broadsheets due to their traditionally large size, but considerations of convenience of reading, The Independent and The Times switched to a compact format, and The Guardian adapted a Berliner format, slightly larger than a compact. These are five quality press in UK. Their political stances are conservative/right → left from the top. The circulations: The Daily Telegraph > The Times > The Guardian > The Independent > Financial Times.

Major popular press are listed below. Their political stances are conservative/right → left from the top. The circulations: The Sun > Daily mail > Daily Mirror > Daily Express.

Middle-Market Newspapers

Tabloid Newspapers

Reblog this post [with Zemanta]