Sunday Times Celebrates Month Birthday With Oasis Special
The Sunday Times has announced a special edition of its entertainment CD-Rom, The Month, to celebrate its first anniversary with exclusive footage from the DVD release of Oasis’ Definitely Maybe.
The Sunday Times claims its CD-Rom based entertainment section made publishing history this time last year, as the UK’s first digital newspaper section, designed to accompany the newspaper’s Culture section once a month. According to the Times, The Month draws an average audience of one million users with its preview material of arts and entertainment events.
Commenting on The Month‘s success, Andrew Mullins, marketing director at Times Newspapers Ltd, said: “It has been a successful first year for The Month. The CD-Rom has proven to be a strong brand extension and has been an effective circulation driver. Not only has The Month helped us to attract a younger computer savvy audience, but it has enabled us to re-establish the paper as the leader in the entertainment industry.”
The anniversary edition of The Month marks the second time the newspaper has planned a promotion with rock band Oasis. The newspaper distributed a cover-mounted CD containing unreleased songs from the band’s Heathen Chemistry album in June 2002, a promotion which led to the Sunday Times reaching its second-highest sale ever.
This month’s edition of the CD-Rom will be backed by an extensive television and radio campaign, as well as sampling of a special Best of the Month CD-Rom. The lead sponsor for The Month‘s first anniversary edition is BMW, promoting its new 1 series.
Earlier this month the Sunday Times created a promotional eight-track CD of summer festival music, featuring artists such as Morrissey, Belle & Sebastian and The Strokes. The Festival Fever 04 CD was given away with copies of the broadsheet newspaper in the London LWT/Carlton television area and was supported by a radio advertising campaign running in and around the Capital (see Sunday Times Creates CD Of Summer Festival Music).
The Times: 020 7782 5000 www.timesonline.co.uk
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