Magazine article Marketing

Buyers Express Mixed Feelings on European

Magazine article Marketing

Buyers Express Mixed Feelings on European

Article excerpt

Buyers express mixed feelings on European

Media buyers have not been convinced of the financial viability of Robert Maxwell's The European, despite their favourable response to its appearance.

Buyers were shown new dummies of the paper last Friday. Lack of a clearly defined readership, and prohibitive distribution costs have been cited as two of the main problems. But reliable sources suggest that Maxwell sees the paper as a prestige project which he will be prepared to back even if it does not perform well.

The weekly English language title, which has a two-year history of postponed launches, will appear across Europe on May 11 with an initial print run of one million.

The newspaper will cover news, business, sport and leisure in three sections. A total of 64 pages is split between two 16-page broadsheet parts and a stylish 32-page tabloid called Elan which contains listings and reviews.

At the launch, Katrina Wilson, international media planning director at Leo Burnett, said: "Most of the people I spoke to were pleasantly surprised. …

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