A quick thought on the newspaper ABCs for July 2008. Apart from The Sun and The Sunday Times showing increases month-on-month thanks to some effective marketing, the numbers for the Mail on Sunday are most interesting.
Month on month the MoS remained level, but the year-on-year comparison makes more interesting reading, down almost 5%. This is despite heavily backed McFly and Barry Manilow CD giveaways, which would have been expected to perform well in a normally quiet month.
What to make of this? Is Barry no longer the hearthrob of the middle England twinset? Would McFly have flown better off the shelves or digital music racks than they did off the news-stand?
Either way, our view has been for a while that the free CD or DVD should be the last resort rather than the regular fare of a forward thinking marketing professional. Anyone can give something away and see a short term uplift. Very few can build sustained growth in a shrinking print market.
While The Sun and The Sunday Times are investing for future sustainable growth, what next at Associated newspapers, who have an equally might marketing war chest? We wait with interest to see some innovation in their marketing approach.
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