Mail Saturday Success?

The new Saturday supplement to be launched on October 16 by the Daily Mail looks set to be a success. Dummies of the magazine have been shown to agencies and met with their approval.

Guy Zitter, advertising director of the Mail, told MediaTel that the new supplement has been launched in direct competition to the Telegraph’s Saturday supplement. He no longer considers that the Express is their main rival; they will be trying to attract the Mail reader who buys the Telegraph on Saturdays.

Guy Zitter also believes that lifestyle changes mean more people want to relaxon Saturdays and read a paper, tired after a hard week’s work; Sundays are steadily becoming more active.

The supplement will give the full week’s TV listings and Zitter believes this will ensure the supplement is read by more people, as well as leaving more space in the main paper for news, as this will not lose any pages. The supplement is more up-market than the main paper.

The editorial content will consist of the usual mix of features, gossip pages cookery, gardening, home, motoring and consumer product tests, but all taken from a new angle. It is innovative, and should prove popular.

The Mail’s own estimates are that the new supplement should attract 100,000 extra sales. The initial print run will be 2.3m and will be supported by a large TV campaign.

In each issue there will be ten advertisers: five spreads and five single pages. There will not be any broken pages and all the ads will be colour.

The Mail on Sunday supplement launches on October 10; the Saturday on Oct 16 and the Standard’s supplement on 22nd. For advertisers who take spaces in all three supplements over the same weekend there will be a discount of 12.5%. The magazine is printed on enhanced quality newspaper. Rates are the same as for the main section.

Guy Zitter : 071 938 6000

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