Have you heard of the ‘Incredible Vanishing Newspaper’ trick at all? This Day was the first local one to have done it recently but it seems that the Sunday Independent is following suit except in a different fashion.

Take a look at how much ‘meat’ there is on the paper – both with respect to journalistic initiative and the amount of journalism in the paper itself. They’re both down from what they used to be.

It’s also easy to tell what its frontpage headline is come Sunday from the billboards alone and without glancing at the paper. No, it’s not the most sensationalist/panic stricken phrase that the Sunday Times usually pumps. Rather, when you see several billboards with different headlines but the same subject matter it’s pretty easy to work out that the editor believes its a really important subject to devote at least double the usual billboard print runs to it. That, or the fact only reinforces the lack of headline material within the paper. All very disappointing really.