Telegraph plans Sunday surprise

The Sunday Telegraph is planning a four-colour, heat-set, A3 review section to allow it to compete for colour advertising.

A dummy section was produced on the newspaper’s presses last Sunday and has been presented to agencies. It is understood to be going into focus group research with a view to launching in the late spring or early summer.

The Telegraph hopes to lure advertisers away from A3 sections in rival papers. Agencies believe the dummy’s editorial targets midmarket newspapers, such as the Daily Mail’s Weekend section, rather than broadsheets.

The Telegraph marketing director David Pugh denies a launch is imminent. “It is only one of a number of projects that we’re looking at to build up the paper,” he says.

The Saturday Telegraph was relaunched under Emma Soames in September with a view to attracting colour advertising aimed at women. However, it continued to take direct response ads which tend to alienate big brand advertisers.

Greg Grimmer, head of national press buying at CIA Medianetwork, says: “Everyone is moving away from magazines and into reviews; The Telegraph is losing out on a lot of money.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here