LONDON (Brand Republic) - Hollinger International is considering trimming up to 4cm off the size of the Daily Telegraph in an attempt to reduce costs and attract more female readers.
Hollinger believes women whose arms are not as long as men鈥檚 are put off by the size and have switched to the Daily Mail in recent years.
The publisher also believes that a reduction in size would be popular with rail commuters and air travellers who find the title鈥檚 broadsheet style difficult to manage.
Hollinger, which rescued the title from insolvency in the Eighties, believes the size reduction would save millions of pounds in printing costs.
Publishers are having to find ways of cutting costs because of a slump in advertising revenues throughout the sector and a 12% hike in newsprint charges.
The move could prove a circulation fillip for the paper, which was founded in 1855 and is already the UK鈥檚 biggest-selling broadsheet newspaper. The paper reported an ABC circulation of 1,010,620 for February.
A size reduction would make it similar to its US equivalents and 鈥済ive it a more modern, cleaner feel鈥, Dan Colson, deputy chairman and CEO of the Telegraph Group, said.