The Daily Express is planning to relaunch its Saturday magazine as a photo journalism section later this month.
The magazine will retain the name This Week, and be an expansion of the photo news page in the current daily newspaper. It will run to around 60 pages each week and continue to carry TV listings.
Other newspapers, including the Sunday Telegraph and the Independent on Sunday, have considered Picture Post type magazines in the past, but shelved their plans at the last moment.
The new Saturday magazine is planned for mid-March and it will be followed by an Express campaign in April. The newspaper group has confirmed it has a 10m budget for 1996 to promote the changes made to both the Sunday and daily titles under their new editors.
It is thought the advertising will aim at 30 to 45-year-old adults, with a slight female and Southern bias.
A number of agencies, both creative and media buyers, are known to be targeting the Express Group with new business proposals, but the Express’ deputy sales and marketing director Derek King insists that the group is staying with incumbents D’Arcy Masius Benton & Bowles and IDK Media.