Magazine article Marketing

The Sun Shines through Slashed Ad Spends

Magazine article Marketing

The Sun Shines through Slashed Ad Spends

Article excerpt

The Sun shines through slashed ad spends

Read All About It! Daily Star stuck in the gutter! Soaraway Sun keeps shining! Mail on Sunday overtakes Maxwell's Mirror as the Young Pretender!

It's all systems go in the tabloid newspaper sector survey this year, as tighter budgets and falling circulations make audience recall more important than ever. The Sun/Star sandwich remains the same as last October's survey which will be sobering news for The Paper That Gives It To You Straight.

Leo Burnett's 1.7m [pounds] television campaign earlier this year seems to have had very little effect on recall. Perhaps the Star's target market did not appreciate that it's more fun reading the paper than swatting flies with it.

The Daily Mirror no longer snaps at the Sun's heels - its ad spend has been cut by 30% on last year, allowing the Mail on Sunday, which maintains its spend, to sneak into second place. The Mirror may have to re-think its strategy now that colour per se is no longer a unique selling point.

There's no need to comment on the Sun's ability to keep soaring, shining, scorching, etc. Even with a budget slashed by 1m [pound], it outspends its nearest rival by a couple of libel damages.

The award for the most cost-effective advertising is shared between the News of the World (NoW) and its arch-rival the People. …

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