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Daily Mail investing heavily in TV advertising
Marketing News |
28/01/2010
The Daily Mail is plotting a £10 million TV advertising campaign, in what represents a change of strategy for the newspaper.
According to the Guardian, the paper is filming six different advertisements designed to appeal to women over the age of 35.
The ads, to be screened on a rotating basis, will promote the daily section due to appear in the newspaper the next day, with the Life & Style, Femail, Good Health and Money Mail supplements all being showcased.
Historically, the Daily Mail has attempted to boost its readership with a mixture of brand advertising and free DVD promotions, but not through television.
Roland Agambar, chief marketing officer at Associated and Northcliffe Media, which publishes the Daily Mail, said the firm was focusing on its content, rather than the newspaper branding.
He told the Guardian: "There have been barriers [to attracting readers such as younger women] but we want to jumpstart a re-evaluation of the product.
"The objective is to introduce to a selection of women who previously would have said they are not sure about the paper, that the Daily Mail is 'right for me'."
The Daily Mail is currently the UK's second-biggest selling daily newspaper, after the Sun.
Posted by John Lynes
