Magazine article Marketing

Pollard's Editorship Succeeds in Building Sales; Turnaround in Sunday Express Is Due to a More Youthful Editorial Policy

Magazine article Marketing

Pollard's Editorship Succeeds in Building Sales; Turnaround in Sunday Express Is Due to a More Youthful Editorial Policy

Article excerpt

The Sunday Express has reason to crow -- albeit ad nauseam -- about its rise and rise in the ABC's galaxy over the past half-year.

Sales for the six months to October 1991 reveal an increase of2.9% on the previous half-year. It represents the Sunday Express's biggest readership gain in four years.

This is a small victory in the light of the year to May 1991 which saw a circulation drop in the hundreds of thousands.

"In the early part of 1991, we were looking for a new editor and researching a new format," explains Express marketing director Ray Steward. "We were treading on water -- we were not investing heavily on promotion like our competitors."

Last week's ABC figures show that the Express has managed to arrest this slide -- the only popular Sunday, in fact, to gain sales in a market that has declined by 0.9% over the period.

It is a vindication of sorts for publisher United Newspapers which, five months ago, appointed a new editor and redesigned the newspaper, amid great controversy.

Media pundits had speculated in May that the Sunday Express could improve its prospects only by going tabloid and therefore downmarket -- axing staff and going on a heavy promotional diet along the way.

But the popular Sunday's current success is more the result of retargeting than cost cuts.

Editor Eve Pollard -- former editor of the Sunday Mirror -- has infused some vigour into the 73-year-old mid-market title by heading straight for younger readers with a 32-page tabloid second seciton, Sunday Express 2. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.