Telegraph Unveils Next Stage Of Best-Seller Campaign
The Daily Telegraph is to unveil the next phase of its “read a best-seller everyday” campaign with an extensive outdoor advertising promotion.
From next week two new creatives will promote the paper’s Saturday offering and the recently launched Thursday appointments section, Business 2 + Jobs.
The creatives will run across 48 sheets, to be seen on London Underground and adrail from October 13 for two weeks. They will introduce two new straplines: “the plot thickens” and “tales of the city” which will build on the “read a best-seller everyday” theme.
Commenting on the initiative, Mark Dixon, Marketing Director at Telegraph Group Limited, said: “Our best-seller outdoor campaign is proving extremely successful. We’re marketing the paper on the basis of its editorial excellence with the new Business 2 + Jobs section and The Daily Telegraph on Saturdays as perfect examples.”
The Telegraph recently unveiled a raft of management changes which will see Hugo Drayton, who is currently managing director of Hollinger Telegraph new media, take over as managing director of the Telegraph Group (see Telegraph Unveils Management Shake-Up).
The shake-up followed news that Charles Moore is to step down as editor of the paper to dedicate more time to his autobiography of Margaret Thatcher. He will be succeeded by Martin Newland, former home editor of the Daily Telegraph and former deputy editor of the National Post of Canada.
The latest ABC results for the six months to August 2003 show that the Daily Telegraph’s circulation declined by 7.9% year on year to 924,555, down from in 1,003,697 the same period the previous year.
Analysis of circulation over a longer ten year period shows that the title has been in gradual decline since the late nineties, when circulation peaked at more than 1.1 million.
Media commentators have made much of Newland’s appointment as signalling a new, less stuffy approach for the traditional broadsheet. Telegraph executives have made no secret of the fact they would like to increase its appeal to younger readers.
Even so, the Daily Telegraph is still the UK’s most popular broadsheet newspaper and sells significantly more copies than its broadsheet rivals. The paper has a strong identity and it is unlikely that the paper will deviate from its core editorial values in the near future.
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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