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Consumer Research


MG OMD Media Marketplace. Press overview

MG OMD Media Marketplace. Press overview

Manning Gottlieb OMD’s latest expert industry insight

London Freesheet War

The London freesheet battle is hotting up with thelondonpaper launching outdoor, business and trade press campaigns - it seems that the deep pockets of News Int. are getting ever deeper.

With thelondonpaper losing £17 million in its first ten months, is the £3.1 million marketing spend really justified

Recent readership figures show that overall, thelondonpaper is still in the lead boasting around a 15,000 people lead in readership over London Lite, hitting 914,000 (NRS July-Dec 07).

In spite of this, the London Lite actually attracts more ABC1 readers, and has a more
'controlled' distribution.

Whilst thelondonpaper is maximising its network rail and Canary Wharf contracts, London Lite are having to rely very heavily on hand distributors to get the paper into people's hands - not a problem say Associated, as they have learnt lessons from the multiple launches of Metro UK wide.

The fact that even more budget is being thrown at thelondonpaper, in terms of above the line advertising, shows that the title is conscious that it must maintain high visibility in order to protect its market position.

News Int. seem determined to make this title a success. Associated's other London title, the Evening Standard, is now making small steps towards a healthier circulation, thelondonpaper must be aware that Associated will put more focus onto London Lite in the coming months.

Whilst both titles have been a welcome addition for media buyers, giving more choice for London only campaigns, it is still in question as to whether either title is sustainable in the long term, and whether they will ever turn a profit.

One thing is sure, neither title is willing to be the first to give up.

News Int. cross-title selling

In an attempt to cut costs across its sales force, it is believed that News Int. is going to cross-sell advertising over The Times, Sunday Times, Sun and News of the World.

Boston Consulting Group are thought to have advised on this change in strategy further to their appointment to review operations by James Murdoch after a £20m drop in turnover during the year ending June 2007.

Whilst a joint sales operations may save an incremental amount of money, the real benefit to News Int. would come from the increased leverage and weight the sales team would have in the market trading as the biggest print property in the UK.

Eve Re-launch

Three years after Haymarket bought Eve magazine from the BCC, the June “Sex and the City” issue shows a redesign, with new editor Nic McCarthy stamping her authority.
A new masthead, along with new sections such as “Eve Boutique” and “Stylemaker” intend to give the magazine a more inspiring, intelligent and glamorous edge.

It sits in a set with titles such as Red, Marie Claire and Easy Living, and currently has the lowest UK circulation at 148,550, so there is scope for the refresh to be a success.


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