Our September ABC is a very strong performance which has exceeded our expectations.

We must have seen 600 clients and agencies before we launched the paper. We talked them through it - the vision, why it was so important, the design, the layout, how the ads looked - and every single media company has bought ads at the same value as before.

Our integrated marketing and retail strategy aimed to put the Guardian in the hands of as many people as possible and encourage them to re-appraise the paper. We succeeded. We look forward to the October ABC with confidence.

[Because advertisements generally cost less in tabloids than in broadsheets, the paper has focused on convincing potential skeptics of the format's benefits, said Carolyn McCall, chief executive of Guardian Newspapers.] We must have seen 600 clients and agencies before we launched the paper, ... We talked them through it - the vision, why it was so important, the design, the layout, how the ads looked - and every single media company has bought ads at the same value as before.

Two weeks ago we celebrated the highest ever sale in the Guardian's 184-year history. Seven days later we broke that record again. The feedback on the new paper from readers and advertisers has been overwhelmingly positive.

You can parody almost anything.