Saturday Telegraph tempts women with a Sunday read

The Saturday edition of the Telegraph is likely to carry regular copies of Sunday Telegraph women’s magazine Stella to drive circulation of the Sunday title.

The sampling exercise – aimed at the 250,000 people in London and the South-east who read the Telegraph on Saturdays but not Sundays – was tried out last weekend with a “free trial issue”.

The exercise coincided with the weekend that former Times business editor Patience Wheatcroft took over the editorship of the Sunday Telegraph after Sarah Sands was removed from the role last month.

Wheatcroft immediately reversed some of the changes her predecessor made, including reverting to a black gothic masthead after Sands’ softer blue version. But Stella – a supplement launched by Sands – is seen by insiders as a potent weapon with which to increase the appeal of the Sunday Telegraph to 30-year-old women readers.

Marketing director Katie Vanneck says: “Lots of our Saturday readers defect the following day and read the Sunday Times, so we’ll track how effective this is and may continue to do it.”

One press director says: “There is a huge amount of readership that sees one title on a Saturday and a title from a different group on a Sunday. Newspaper owners will see any targeted sampling exercise that tempts these readers to stay loyal and read their newspapers over an entire weekend as an easy win. Many groups don’t use their seven-day operation to cross-promote in this way.”

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