Times Secures Distribution Deal With Starbucks
The Times has secured an exclusive deal with Starbucks to sell its recently launched compact edition in over 300 of the coffee company’s stores around the country from the end of this month.
The deal will see Starbucks sell the Times weekday compact edition, the broadsheet edition on Saturday and the Sunday Times. These will be the only newspapers sold in the coffee shop chain in a move that could significantly improve circulation.
The partnership between the two companies is being claimed as a UK first and will be backed by an extensive co-branded marketing campaign, including in-store marketing, a strong radio presence and an outdoor advertising push.
Commenting on the initiative, Katie Vanneck, promotions director at Times Newspapers Ltd, said: “There is a natural fit between coffee and newspapers. This is a creative marketing partnership that will bring considerable benefits to both parties. TNL is always looking for new routes to market and Starbucks provides us with premium space in stores throughout the country.”
Cathy Heseltine, marketing director of Starbucks Coffee, added: “We’re delighted to be able to offer our customers the choice of buying The Times in our stores. Whilst customers are sitting and relaxing in our stores or as they commute to work, they can read The Times, and enjoy our great coffee.”
The latest ABC figures for the six months to February show the Times has suffered a 6.3% year on year decline circulation. However, the Independent, which was the first broadsheet to launch a tabloid version, saw a 7.6% rise during the same period.
Compact editions have raised the profile of both newspapers and kick-started a number of tabloid conversions by other titles. Rumours are rife that the Telegraph is preparing a compact edition, while earlier this month the Scotsman became the latest to launch of a tabloid incarnation, publishing in reduced size on Saturdays (see The Scotsman Turns Tabloid On Saturdays).
The Times: 020 7782 5000 www.timesonline.co.uk
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