Diana tribute boosts Daily Mail’s sales

By Marketing Week 26 Feb 1998 12:00 am

The Daily Mail’s most expensive promotion to date, which gives readers a free video and the chance to collect a series about Diana, Princess of Wales, has pushed the newspaper’s Saturday sales above 3 million.

It is understood that circulation on Saturdays was averaging around 2.8 million before the start of the promotion on January 24. Guy Zitter, managing director of the Daily Mail, says: “The objective of getting Saturday over 3 million has been comfortably met. Iwould normally expect a six-day figure of 2.15 million and we are now soing something much nearer to 2.3 million.”

Last month’s figures from the Audit Bureau of Circulations showed The Daily Mail’s sales at 2,275,171, up from 2,147,614 for January 1997.

The newspaper is offering readers a free partwork series on the Princess’s life every Saturday for the duration of the 11-week promotion.

Readers can also collect tokens to receive a free copy of a video of the ITN tribute to Diana and, for an additional payment, a binder for the partwork series.

The promotion has been supported by television advertising in its first and third weeks and a mailshot to more than 200,000 homes.

Zitter adds: “It’s the largest single promotion that we have ever embarked upon in terms of cost. The Daily Mail was closely linked to the Princess of Wales throughout her life. We had an opportunity to provide an authoritative tribute to her.”

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