Magazine article Marketing

Star Grows amid Tabloid Slump

Magazine article Marketing

Star Grows amid Tabloid Slump

Article excerpt

Star grows amid tabloid slump

The Daily Star is the only national daily tabloid to show year-on-year growth for the first half of 1990, according to Audit Bureau for Circulations (ABC) figures.

Ray Steward, the Express Group's marketing director, is claiming a major coup. "Our ABC for January to June of 919,000 was the only one to go up in an overall tabloid market that declined by 411,000. The Star has been the whipping boy for years but it is now a good product in its own right."

Steward says the Star's relative health was achieved on a lower budget than rivals. A [pounds] 2.5m thematic campaign earlier this year under-cuts the spend of rivals the Sun and the Mirror. However, Steward is conscious that the Sun's imminent move to on-the-run colour will denote a major ad spend which will harden up the market.

Over the six-month period, the Sun holds a clear lead over combined sales of the Mirror/Record, with an average figure of 3,936,000 against 3,907,000. …

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