Daily Mail launches TV campaign to attract women

The Daily Mail is to launch a £10m campaign focusing on editorial content in a bid to capture the interest of 35-plus women.

The Daily Mail Lifestyle campaign
The Daily Mail Lifestyle campaign

The newspaper, owned by Associated Newspapers, usually puts its marketing investment into promotions and add-ons, such as free DVDs.

However, recently appointed chief marketing officer Roland Agambar, previously at News International, has overseen the development of a campaign together with M&C Saatchi.

The ads run every day from Sunday for six days and highlight a section of the newspaper that will appear the next day. The ad on Sunday will promote the Life& Style section in the Monday paper.

The Weekend supplement on a Saturday is also being overhauled with more female-focused content and a higher page count. The relaunched supplment will debut on 30 January with extra fashion, real-life stories, extended food editorial and a greater focus on celebrities.

The Daily Mail, like other newspapers, has been struggling with decreasing circulation, although its decline has not been as marked as competitors. For the six monthly period July to December 2009, year on year, average net circulation dropped 2.05% to 2,156,486. For the same period the Daily Express saw circulation fall 4.5% to 707,284.

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