The independently-owned weekly paper changed to the new format last week after research showed 87pc of readers backed the change.

Last week's five-section paper included an 88-page tabloid news and classified section, a 48-page property section and a 24-page weekender section.

There was also a fashion and beauty supplement and a special schools supplement - totalling 196 tabloid pages in all.

Robin Freeman, managing director of the Isle of Wight County Press Ltd, said: "The research carried out at the end of last year showed us that 87pc of Islanders preferred the smaller, tabloid format, so for the past nine months we have been carefully planning the change.

"The new size has been enthusiastically welcomed by readers and advertisers."

Editor Alan Marriott added: "The research also showed that Islanders wanted more news about local entertainment events and this part of the paper will be expanded as well as featuring more prominently on our website."

The change of format was introduced by a major advertising campaign using in-paper ads, magazines, radio and transport advertising.

The Isle of Wight County Press sells nearly 38,000 copies each week and has the highest readership frequency of any weekly paper in the country - 92pc of islanders read it in an average month.

The paper's website at iwcp.co.uk has also just recorded the highest number of unique visitors in a month with 48,500 users.

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