Daily Mail Sunday tabloid mooted

The Daily Mail owner is understood to be launching a Sunday tabloid to grab readers orphaned by the closure of the News of The World (NOTW).

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Associated Newspapers are planning an internal dummy run of the new paper this weekend, and will launch next week if it seen as a success under the possible name of The Sunday or The Sunday Lite, according to a source quoted by Reuters

Speaking to Marketing Week earlier this week at an event designed to convince brands of the continued power of advertising on Sundays, the Mail on Sunday’s managing director Marcus Rich hinted at a new launch when he said his title had to ensure it had the best product to fill the gap left by the NOTW.

DGMT, the paper’s owner, declined to comment.

The move comes amid expectation that News International will seek to recover readers due to the NOTW closure by launching a Sun on Sunday edition. All rival publishers have rushed to launch a range of marketing initiatives to lure advertisers and readers to their publications. Associated, and the Sunday Mirror, People and publisher Trinity Mirror publisher are upping the print runs from this Sunday by hundreds of thousands.

The Sunday Mirror, now the biggest UK Sunday red top launched a four-week money-off voucher promotion, while parent Trinity Mirror has been courting advertisers to convince them of the power of its Sunday portfolio – particularly its reach in Scotland.

Northern and Shell’s Daily Star on Sunday is thought to be increasing circulation by 25% – or 70,000 copies – this weekend and readying a TV and in-paper promotional campaign.

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The Secret Marketer ponders what would have been if NOTW had stayed

David Coveney

What an incredible week it must have been for all those connected with the News of the World. The paper’s circulation has been declining for a number of years, but I can’t quite remember an iconic establishment brand being discontinued in quite such dramatic circumstances. I once interviewed for a marketing role at News International […]

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