Evening Standard Set To Launch New Ad Packages

The Evening Standard is believed to have unveiled a series of new ad packages requiring a minimum advertising rate unless space is bought in bulk.

According to a report in today’s Financial Times, the move will take away the freedom to negotiate prices and could antagonise media buyers, who are used to some degree of flexibility and discounted rates on less-prominent slots and last-minute inserts.

It is thought that the new rate, at £60 per standard column centimetre, maybe significantly higher than the usual agency fees, with some putting the rise as high as 50%.

Speculation suggests this is a high risk strategy for the newspaper, which should be cementing its relationship with advertisers ahead of the possible launch of Richard Desmond’s London free-sheet in the new year (see Desmond Plans To Launch New Evening Paper For London).

However, Peter Williams, finance director of the Evening Standard‘s parent group, the Daily Mail & General Trust, has promised to respond with vigour to the new competition (see DMGT Poised For Desmond Offensive).

2002 has been a turbulent year for the Evening Standard, which recently appointed Mike Anderson as managing director following the departure of Sally de la Bedoyere in September (see Evening Standard Managing Director Steps Down). The paper also recently overhauled its ad sales department in a bid to stem declining advertising revenues (see Evening Standard Overhauls Ad & Sales Team).

Evening Standard: 0207 938 6000 www.thisislondon.co.uk

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