Magazine article Marketing

Directwatch: Express Newspapers - 'Express Mailer'

Magazine article Marketing

Directwatch: Express Newspapers - 'Express Mailer'

Article excerpt

The relentless mockery of my colleagues at the fact that I am a Daily Mail reader has finally become too much and I have recently found myself in the market for a new daily. However, I still maintain that my attachment to the Daily Mail had nothing to do with its editorial stance and everything to do with the fact that the ink doesn't come off on your fingers. Seriously, why can't other papers manage this?

Anyway, there I was, ripe for receiving any one of the circulation-booster mailings listed here. And particularly ripe for receiving such a mailing from The Express, it being the natural choice if I were to carry on down the tabloid ladder from the Daily Mail. Shame I never actually got any of them - where were those data people when I needed them?

I did, however, have a stab at reading the Daily Express, even without the temptation of discounted vouchers. And I found it, well, inky. As well as being murder on a white shirt, it has the most claustrophobic layout of any paper I have ever read.

Every page is positively crammed, yet suspiciously lacking in substance.

I would get to the end of the paper, wash my hands, and wonder whether I'd just read a downmarket Mail or an upmarket Sun. …

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