Newspaper Price War – Express Reasons

The Daily Express has outlined its reasons for not taking part in the current newspaper price war in Research Express, the research department’s newsletter. The effects of the price war include, it says, “considerable confusion among readers. It has eroded reader loyalty, creating an auction-like environment in which it is often the lowest price which appeals to the readers.”

To counteract this, without following suit, the Express has tried to provide added value for readers. Changes included a design facelift with extra cartoons and graphics and the launch of This Week.

“A product with a clear identity and brand image is more likely to hold onto existing readers and attract new ones,” says the Express; it plans to implement a consistent editorial and marketing strategy over the next 3 years to establish a clear identity for the Express. This will include its slogan “Get it straight. Get the Express.”

Express Newspapers: 071 922 2770