New Sections For Express And Mail
The weekend saw the relaunch of the Daily and Sunday Express as a new seven-day operation. Strictly speaking these papers no longer even exist: now there is just the Express, though the weekend editions are called Express on Saturday and Express on Sunday.
Every day there is now a 32-page tabloid sports section, entitled The Sport, and there is a new supplement for the Saturday edition. The Express Saturday is an A4 100-page glossy magazine which fulfils a general role: it covers lifestyle, health, arts, fashion, food and drink and includes a listings section. It has a quality feel to it and advertisers include Volkswagen, Lyons Original, Abbot Ale and Citroen. The ad:ed ratio 28:72.
The Express on Sunday also has a new magazine. Boulevard, replacing the eight-month old Expresso, claims to be “the magazine that’s all about people.” The 56-page tabloid-sized supplement has a matt finish and includes features on Naomi Campbell, Patsy Kensit and Liam Gallagher and Sir Terence Conran. Advertisers include Microsoft, Peugeot 306 and P&O and the ad:ed ratio is 32:68.
As well as these new supplements the main paper also sports a new look. The masthead is in a slightly different font and the Crusader becomes more ‘human’. The font for the main text has also changed, though like the masthead the difference is only small. As with the broadsheets each page now has a small heading to indicate each page’s contents, whether it be news, world news, fashion and so on, while the date and paper’s title move to the left side of the page.
…The Mail On Sunday also revealed its new listings supplement yesterday. Programme contains 28 pages of information for TV viewers: as well as the standard programme guides for the coming week there is also a celebrity interview, ‘Films of the Week’, ‘Family Viewing’ and ‘Sport Highlights’ sections and two pages of cartoons. With an ad:ed of 17:83 advertisers include Abbot Ale, Mitsubishi and Dunhill.
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