Independent Tackles Guardian With Weekly Media Section
The Independent has announced that from Monday it will carry a new Media Weekly section, clearly targeting readers of the rival Media Guardian with regular contributions from a range of high-profile industry figures.
Amongst those contributing to the new supplement will be former BBC director general Greg Dyke, media commentator Ray Snoddy and acclaimed columnist Matthew Norman. The title will also feature news items, features and interviews, as well as comment on the latest happenings in the media.
Commenting on the new launch, Terry Grote, managing director of The Independent, stated: “We are aiming to capitalise on our unprecedented circulation and readership growth by providing a stimulating and fresh insight into all aspects of the media. We believe that the quality of the new section will help attract even more new readers to the paper.”
The launch will be backed by an extensive cross-media marketing campaign comprising television, radio, outdoor, and trade advertising. The 24-page title follows a continued increase in the Independent‘s circulation, which rose by 18% year on year in the six months to August to command a total of just under 261,000.
The Independent recently attempted to boost its popularity amongst media planners and buyers with the launch of a viral marketing campaign and video game designed to raise the profile of its recently launched compact edition and attract more advertising revenue (see Independent Targets Planners And Buyers With Viral Push).
Elsewhere the success of the Independent‘s compact edition has helped to push post-tax profits at its parent group, Independent News & Media, up by over 42% to €68.1 million during the first six months of 2004. Operating profit at the Irish-based company grewby over 25% to €129 million, driven by record results in its UK, Irish and Australian operations, which were up 42%, 7.5% and 19.5% respectively (see Record Results Push Independent’s Profits Up 42%).
Independent: 020 7005 2000 www.independent.co.uk
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