The re-sizing has allowed PDI to scrap this year's planned advertising
rate increase as well as stick to its 15 pesos cover price. PDI editor,
Leticia Magsanoc, said: "The changes have everything to do with
economics.
PDI's new look is smaller in width by one inch. Some sections such as the business pages are still appearing in their old size, but management said all sections were due to be re-sized by March 15. The paper has also been redesigned with new fonts.
Minda Lansang, managing director of MindShare Philippines, said cost
savings to be gained from the new look was crucial for PDI to remain
competitive.
The cost of newsprint increased by 30 per cent from 1999 to 2000 and PDI's annual 10 per cent increase in advertising rates was insufficient to cover rising costs. Lansang said PDI's rival broadsheet dailies, the Philippine Star and the Manila Bulletin, had indicated that they would be keeping their advertising rates on hold this year.
