Magazine article Marketing

Battle for Saturday Readers Hots Up

Magazine article Marketing

Battle for Saturday Readers Hots Up

Article excerpt

The Guardian plans to pool its weekday assets into its new Saturday package.

Guardian Newspapers Limited (GNL) is investing [pound]1.5m in marketing the launch of its new-look Saturday package, in a bid to increase its share of the fiercely contested Saturday newspaper market.

The marketing campaign breaks this week, ahead of the revamped Saturday offering that hits the streets this weekend (April 21). It includes the first major tranche of creative work through The Guardian's new agency, BMP DDB, which was appointed to the business at the end of last year to replace Partners BDDH.

The creative treatment sees GNL, under marketing director Marc Sands, move away from traditional brand-led advertising, epitomised by its strapline 'Free Thinkers Welcome' to focus on promoting its content and news issues.

The campaign for the Saturday title will promote different elements of the Saturday package in a bid to boost circulation and readership.

Sands said: "We have done extensive research on our weekday and weekend readership that shows there is room for growth on Saturdays. People have more time on Saturday to digest the many elements of The Guardian."

The findings have persuaded senior executives at The Guardian, including editor Alan Rusbridger, managing director Carolyn McCall as well as Sands, to strip out supplements from the daily newspaper and add them to the Saturday edition to create a fatter product.

As a result, The Editor, a digest of the best of the week's press, moves from Friday to Saturday. Space, until now a London-only interiors magazine published on Thursdays, will become a national homes, interiors, property and gardens section, incorporated into the Weekend magazine.

But the key focus of the relaunch will be the Weekend Magazine. Launched in 1994, it was seen as cutting edge at the time, but has since been overtaken by rival titles such as The Times' Saturday magazine and the Financial Times' How to Spend It. A complete revamp will see it switch from a paper-based format to a glossy magazine.

The new-look Weekend will add beauty, fitness and well-being to its mix of investigative features and interviews.

According to Sands it is intended to act as an access point for new readers to the title. …

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