Hostilities between thelondonpaper and ES ratchet up

Free newspaper thelondonpaper is launching an aggressive advertising campaign satirising the marketing messages being deployed by rival paid-for London Evening Standard.

The new ad campaign for thelondonpaper says “Zilch” has changed about the free newspaper. The ad launches on Monday with the message that absolutely nothing has changed about thelondonpaper.

There are three ads in the series each carrying a different heading with the same meaning, including ‘Nada’, ‘Zilch’, and ‘Diddly Squat’. Readers are assured that thelondonpaper is “still listening, still independent, still celebrating London, still purple and of course, still free!”

The London Evening Standard, now owned by Alexander Lebedev, relaunched this week accompanied by an ad campaign saying “We promise…” and a number of pledges.
This follows the newspaper’s campaign under the strapline “We’re sorry…” which apologized for past attitudes and performance.

Thelondonpaper campaign has been created by News International’s in-house creative team and will run across selected digital and poster sites on the London Underground and Network Rail stations.

Nicole Refson, head of marketing at thelondonpaper, says: “Since launch, thelondonpaper has always championed and celebrated London. Our upbeat tone, sharp design and regular research into our audience of free media consumers ensure we continue to give them what they want – for free.”

Recommended

FSA sets new salt reduction target for food brands

Marketing Week

The Food Standards Agency has today (May 18) released revised salt reduction targets for food brands to meet by 2012, but the British Retail Consortium warns the changes could turn off consumers. The voluntary salt reduction targets have been set for 80 categories of food, with bread, meat products, cereals, pizza brands, ready-made meals ands […]

Further publishers investigate moving to paid-for content

Marketing Week

Thomson Reuters, owner of global news agency Reuters, is investigating a paid-for model for its consumer site — the latest publisher to step into the debate over paying for online content. It’s the latest in a long list of publishers to express interest (see box below) and follows News Corp CEO Rupert Murdoch’s announcement that […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now