Observer claims Food Monthly has boosted circulation

The Observer claims that the launch of Observer Food Monthly (OFM) on April 22 boosted the newspaper’s sales that day by five per cent. The OFM figure is based on the print total minus returns.

The Observer hopes the monthly supplement, which casts an expert eye over the culture of food and drink, will repeat the success of Observer Sport Monthly (OSM) which hit the streets a year ago.

Since then ABC figures have shown the paper has increased weekly sales by an average of 32,532 copies.

For the six months to January 2001, the Observer’s average circulation was 443,232, an increase of 8.7 per cent on the same period last year.

The move continues the Observer’s strategy of driving circulation growth through “editorial excellence” while placing less emphasis on short-term promotions.

A spokeswoman for the Observer says: “These supplements entice potential customers who don’t usually buy the Observer to sample the content of the newspaper.

“What we found with OSM is that many customers stayed with the newspaper because they like the overall product.”

There are no plans to add to the OSM and OFM stable in the near future. However, the spokeswoman adds: “It’s something we are always looking at.”

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