The Daily Express is believed to have added 45,000 to 60,000 copies to its 1.2 million circulation with its new Saturday magazine, according to newspaper industry sources.
The Express Group is now contemplating extra spending on TV commercials to lift sales over coming weeks. The group earmarked 3.5m for the launch of the Saturday magazine and the Sunday’s supplement, Connoisseur.
But it is believed that the extra 45,000 sales for the Daily Express failed to make an impression on the Daily Mail’s Saturday performance.
The Daily Mail in Scotland cut its price to 10p for the day to protect the readers it has captured north of the border over the past 12 months. The Mail on Sunday also went on air with TV ads over the weekend promoting an exclusive book serialisation.
The News of The World, which redesigned its colour supplement on Sunday as a woman’s magazine, is believed to have added 100,000 copies to its 4.5 million circulation.
See Media Analysis, page 16