got its first tabloid newspaper earlier this year, the Arab-language Al
Anbat, run by the husband-wife team of Riyadh Al Hroob, publisher, and
Editor-in –Chief, Rula Al Hroob.
not used to this format and it is not easy to convince them. Newspapers
here have always been published in a broadsheet format,” says Rula.
As a result, Al
Anbat, which was established on May, is set to change its targeted
readership. “At the beginning, we wanted to reach every Jordanian,” she
says. “Now we will target the Jordanian youth, and we will do it
because we have seen that they are the most appealed by the format.”
Rula Al Hroob, the design also appeals to younger readers. “We deal a
lot with photos. We are in the era of images and the tabloid format
fits it better, that is our philosophy. In a tabloid, you have not so
much space to write, therefore you have to rely on pictures to tell the
editorial line has also played a role in gaining a younger readership.
Al Anbat tries to push the limits of freedom of expression in the
country and deal with people’s concerns, something that the youth
appreciates. “We are a truly independent newspaper as long as we are
not linked to any political party in power or the opposition. We are
now studying new ways to keep attracting young readers by including
more content of their interest and special supplements for them,” says
Rula Al Hroob.
enormous feedback from young people and most of it is positive. They
applaud our editorial line and encourage us to keep in the same way
because they cannot find in other newspapers what we offer them,” she
estimates that it is the third most popular of six Arab-language
dailies and it expects to increase advertising revenues as it targets a
younger audience. Youth in Jordan “are big consumers”, says Riyadh Al
Hroob. “They want to have mobiles and buy special brands. We hope that
being the only newspaper targeting youth specifically will help us
independence has cost the paper. It is excluded from official
government advertising and also from private companies linked with
authorities. “They try to penalize us economically. Although we have
commercial ads in a low proportion, the marginalization is affecting us
a lot. In fact, we are striving to stay in the market,” says Rula.