Telegraph Adopts New Advertising Strategy For 2000

The Telegraph Group has developed a new advertising strategy to promote its Daily Telegraph and Sunday Telegraph newspapers, which will run each month throughout this year. Concentrated bursts of advertising, dubbed “focus fortnights” by the group, will concentrate on specific editorial areas, beginning tomorrow with travel.

Developed by Mindshare and JWT, the campaigns will break across television, radio, print, direct mail and editorial microsites on the internet. There will also be a series of promotions alongside the advertising campaign.

Mark Dixon, marketing director for the Telegraph Group, says:” These advertising campaigns allow us to adopt a more integrated approach to marketing both of our newspapers. The new approach will offer us a showcase to display the Telegraph’s editorial strengths to our identified target audience.”

In the latest newspaper circulation figures, released by the ABC this week, the Daily Telegraph saw sales fall by 14,000 copies year on year to just over one million per issue; the Sunday Telegraph dropped just over 4,000 in sales.

Telegraph Group: 020 7538 5000