Sunday Express Expresso Replaces Classic

Yesterday saw the Sunday Express launching a revamped version of its Classic supplement. Expresso, which keeps the same size and format as its predecessor, is the third reincarnation for the Sunday Express supplement. Section III launched in September 1993; this became Classic a year later in September 1994 to be followed yesterday by the relaunch as Expresso.

Expresso, clearly aiming to have the same effect as its namesake coffee, proclaims itself ‘free every week only with the Sunday Express; hot and bubbly a strong stimulant, produced by high extraction under pressure.’ The first edition, with the same striking plain cover as appeared in press ads, includes a feature on the highest paid-star in television, David Hasselhoff of Baywatch fame. There are articles on the latest craze of soccer idols, singer Chynna Phillips, Hello covers, the trail of a murderer and fashion pages.

The 40 pages contain 13 pages of ads; from the travel sector, advertisers include P&O, Disneyworld, Voyages Jules Verne and Silversea Cruises. Car advertisers are Daewoo and Vectra, which has a double page spread. Dunhill, Boots No.7, Adidas Sports watches and Fuji Film are other advertisers.