Telegraph dumps Tory image for ‘student friendly’ paper

The Daily Telegraph is launching a version of the newspaper for students aimed at dislodging its “Torygraph” image.

The paper has yet to be named and will be published once a term with a print run of 250,000. If successful, it will be published at least twice a term.

Daily Telegraph market development manager Debby Cowen says: “It will be a showcase for the Telegraph, aimed at changing negative preconceptions about the paper. Research shows that many students have not sampled the title.”

Cowen adds that although the new paper will carry advertising and sponsorship, it is not primarily a commercial venture and will be available free of charge.

The Daily Telegraph has already made some significant moves to win a share of the student market. It is sold in campus shops for 15p on weekdays rather than its full price of 45p. There is also a 50 per cent saving on the more expensive weekend editions. The paper also sponsors a student fantasy football league, a stand-up comedy competition and various university sporting leagues.

Cowen says sales of The Daily Telegraph among students are ahead of The Guardian and roughly equal to sales of The Times.

In a separate move the paper is to carry a weekly cartoon strip featuring the motorcycling character Ogri. The strip will appear in The Telegraph’s Saturday morning supplement starting this week. Ogri’s infamous foul language will be toned down for the Telegraph’s readers.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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