Sarawak's two traditionally conservative broadsheet newspapers, the Sarawak Tribune and Borneo Post , could shrink in size in the future.

Both the rival dailies are closely monitoring how readers and advertisers accept the growing tabloid trend, and might just consider jumping on the bandwagon.

Apart from providing readers with a publication that is easier to handle, the move could also be part of a necessary cost-cutting measure in the wake of increasing production and printing costs, especially in newsprint and other oil-based products.

"I am conservative and I don't see the switch to tabloid happening next year," said the Tribune 's editor-in-chief Toman Mamora today.

"Right now, there are other greater priorities that the management needs to attend to," he added.

His rivals, in a downtown building only a kilometer away, are also preoccupied with editorial matters like focusing on stories that appeal to its general readership as well as those that bring in advertising revenue.

"Have the contents and sales improved since the New Straits Times (NST) came out with a tabloid version? I like to see some improvements in local news contents, analytical articles and comments. It doesn't really matter whether it's a broadsheet or tabloid," said one long-time subscriber of both Tribune and Post .

When a new management took over NST , Malaysia's oldest-established English newspaper shrunk in size and many in the industry saw it as a desperate move to arrest declining circulation figures.

The NST was unassailable during its heyday, but now its circulation figures have plummeted to below 150,000. This led to several downsizing exercises.

Would Sarawak newspapers be forced to walk a similar path?

Ownership changes

A recent change in ownership in the company controlling the Tribune and a new executive director Polit Hamzah indicated that the paper is undergoing internal management and editorial changes.

The Tribune was first published in the mid-1940s. Until recently, it was the numero uno paper in Sarawak. But the financially sound and relatively younger Post has seen a dramatic rise in circulation over the last few years after a new management took over.

"We're neck-to-neck in circulation figures," said a manager with the Post .

"We anticipate circulation to continue growing. We think the optimum in Sarawak is 100,000 but to achieve that you've to work on the new generation, especially in schools, colleges and universities," he added.

The Tribune has also seen some of its editorial staff crossing over to its rival.

Tribune 's audited circulation is about 46,000 and the Post 45,000. Plus Sabah where it also has a printing plant, the latter's circulation adds up to 65,000, making it the top paper in Borneo.

Advertising revenue

But a commanding circulation position, as the Post 's managers readily admit, does not necessarily bring in better advertising fortunes compared to the Tribune .

The difference is something like 1:3 share ratio of the advertising market estimated at RM15 million per annum, nearly half of it generated from Peninsular Malaysia. The Tribune is particularly strong on public notices and congratulatory advertisements.

The Tribune is largely subscription-based with about 20 percent newsstand sales and is closely identified with the establishment and is seen more as a businessman's and advertiser's newspaper.

The Post , on the other hand, tries to be more balanced in its political reporting.

"It's a more popular street newspaper, especially for its coverage of local politics, crime and human interest stories. It can also be found in smaller towns and outlying villages," said a reader.

Although the newspapers' owners are closely identified with ruling parties, their company officials said a merger is not on the cards, at least for now.

"Competition is healthy and there are only two English newspapers in Sarawak," said one of the managers.

However, they do see a need to cooperate in some areas for mutual benefits - like an agreement to prevent them from being held ransom by advertisers by having to under-cut rates.

The surge in the Post 's circulation came after a new management linked to the timber-based conglomerate KTS Group of Companies took over in 2001.

The paper benefits too from its news-sharing pool with its sister publication, the vernacular See Hua Daily News . This has enabled it to extend its coverage deep into the Chinese community.

However, officials from both newspapers readily admit that cost of production and printing continues to rise, especially the impact brought about by high oil prices.

Many people also turn to the Internet for news and information these days. Only the Tribune is presently available online.

TONY THIEN is malaysiakini 's Sarawak-based stringer.