According to industry insiders, Associated Newspapers is giving the publication an overhaul to make it more attractive to advertisers.
One media buyer says that since the sales teams for the Daily Mail and Mail on Sunday were merged “it had taken its eye of the ball” in regard to the latter.
The revamped Mail on Sunday will be television advertised and the following week’s edition will also carry a free music CD by an as-yet-unnamed artist.
The overhaul sees the Travels section move into the main paper along with its display and classified opportunities and the main paper will now run in order News, Travel, Financial Mail and three pages of sport. Football will sit in the 24 page sport section pullout.
The Mail on Sunday’s second section will be renamed Review and be resized to the format of sister free morning title Metro. It will have improved paper stock. New content will include games reviews.
The average net circulation for the newspaper was down 2.11% for November on October to 2,071,526 and down 6.72% for the period June to November, year on year.