Media buyers analyse Guardian’s new format

The jury is out among agencies as to whether the new-look Guardian with its 10 column advertising grid represents a fair deal for advertisers.

With the new grid, a 25x4 ad will now fit into a 22x5 format, meaning more single column centimetres, but in a smaller space.

Media buyers are not fully convinced of The Guardian's argument that more single column centimetres will actually mean greater impact on the page.

One media buyer commented: "Impact is a very difficult thing to quantify. We are waiting to see the research they have done on it and are talking to clients before making a decision."

Another press director said The Guardian had been clever in the design of its grid, which was superior to other broadsheets that have downsized.

"The Guardian is maintaining its column centimetres on the page, going from 432cm to 440cm, whereas The Independent went from 432cm to 204cm," he said.

However, he has yet to be completely persuaded on the format.

"At the moment, I am taking a watching brief on it – there are going to be some issues in terms of complexities."

This article was first published on Media Week