Guardian group launches price discount initiative

Guardian News & Media (GNM) is launching a daily subscription service for The Guardian and The Observer for the first time. The publisher is offering readers a discount of up to 33% on the cover price.

Guardian%20subscriberGuardian News & Media (GNM) is launching a daily subscription service for The Guardian and The Observer for the first time. The publisher is offering readers a discount of up to 33% on the cover price.

It is the publisher’s first major effort to push newspaper sales through discounting. It has previously only used discount strategies to attract student readers.

The initiative aims to encourage existing readers to become regular purchasers of both papers. The service will be launched on January 17, when readers will be directed to the Guardian.co.uk site to subscribe and receive a book of vouchers.

Readers taking out a weekend subscription will get a 20% discount off the cover price, while those taking out a six day subscription will receive 25% off. A full seven-day subscription gives the reader a 33% discount.

GNM marketing director Marc Sands says: “We’ve very rarely discounted before – we’ve never really got involved in price wars. But cover prices of papers have gone up and we wanted to reward our existing readers.”

The subscription service will be marketed within The Guardian and The Observer papers and the websites. It follows similar discount subscription drives made by The Daily Telegraph and The Times.

The launch comes just days after the Audit Bureau of Circulation released figures showing The Guardian fell by 3.99% to 345,884 year on year, while The Observer fell 4.34% to 436,060. The market as a whole has also fallen.

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