Magazine article Marketing

Times Chases Saturday

Magazine article Marketing

Times Chases Saturday

Article excerpt

Times chases Saturday

Simon Jenkins, the new editor of the Times, plans to "spend all summer" knocking the Saturday edition into shape.

He claims this week's launch of the Saturday Review section is just the first stage of a revitalisation. The Times is the only quality paper which sells fewer copies on a Saturday than on a week day.

The Saturday Times appeared this week in two broadsheet sections and a 64-page tabloid colour review. It is the Times' response to an increasingly frenetic market.

Jenkins says, "We weren't as strong as our rivals and it was clear our four-section format wasn't attracting enough sales. Saturday has been crying out for substantial colour reviews."

Jenkins claims that despite a tough ad market, the Review section has more than reached its required advertising levels. He professes surprise at just how enthusiastic the response has been.

The new section has been seen by some as a me-too product, very much in the style of the Independent on Sunday Review and the European's Elan, but Jenkins dismisses this. …

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