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What is a tabloid?
A tabloid is a specialized type of newspaper in A3 format, characterized by bright illustrations and engaging, clickbait headlines. Typically, such publications contain short articles that are easy and quick to read. Additionally, tabloids are often referred to as sensationalist press, and their compact format makes them convenient for reading on the go and in public places.
In Russia, most tabloids are known as yellow press, which sometimes leads to confusion in terminology. It should be noted that a tabloid is primarily a format and layout, not always the content. In some European countries and the USA, you can find tabloids that discuss serious topics, avoiding gossip and hype, such as the Guardian newspaper. The small and bright format of the tabloid helps attract a wider audience.
A vivid example of Russian tabloid press is the newspaper "Speed-info," which covers scandalous topics and has 18+ content. This highlights the diversity of tabloid content and their ability to attract readers of various ages and interests.
Features of tabloids
Tabloids stand out among other publications due to several key characteristics:
- Small format: Tabloids always have A3 size, making them convenient for reading and transport.
- Lots of pictures: Such publications often use bright illustrations that can occupy a significant portion of the page. Cut-out photographs of famous personalities often complement the text.
- Short articles: Tabloid content typically consists of brief news, gossip, and mini-investigations that can be read quickly.
- Headlines: Headlines are highlighted in large font or colored text against a contrasting background to grab the reader's attention. Clickbait phrases are often used to increase interest.
- Focus on 18+: Although this is not mandatory, many tabloids emphasize erotic themes and scandals, making them appealing to a specific audience.
Advertising in tabloids
Tabloids are a popular medium where companies often place their advertisements. The target audience of such publications varies depending on the theme, but primarily consists of working adults who read tabloids for leisure and entertainment.
Before placing advertisements in tabloid publications, it is essential to consider several key points:
- Circulation: The higher the circulation, the more people will see your advertisement. It is also important to consider the geographical distribution of the newspaper.
- Audience: Request a media kit from the editorial office to understand who reads the newspaper, their interests, income, and age.
- Theme: If the tabloid focuses on hype topics and 18+ content, placing an advertisement for a children's center may not be appropriate.
For example, an advertisement in the tabloid "Life for the Week," offering to cut out a coupon and receive a talisman from a clairvoyant, would hardly work in a popular science magazine, highlighting the importance of choosing the right platform for your advertising message.