NEWS: Telegraph moots Sunday review

The Telegraph is understood to be considering reviewing the advertising arrangements for The Sunday Telegraph at the beginning of next year in response to aggressive advertising and promotions by The Sunday Times.

The Telegraph is understood to be considering reviewing the advertising

arrangements for The Sunday Telegraph at the beginning of next year in

response to aggressive advertising and promotions by The Sunday Times.



J Walter Thompson, which handles the creative for both The Daily and

Sunday titles, has an annual contract with the Telegraph, due for

renewal at the end of the year.



But The Sunday Telegraph has not had any serious television ad support

for a year, with the last campaign mainly on posters and using the

tagline ‘Seriously enjoyable’.



Sources say the newspaper group has had conversations with other

agencies. If another agency takes on The Sunday Telegraph, The Daily

Telegraph could follow after an initial review period.



The Telegraph’s advertising and promotions controller, Matthew Howells,

said: ‘There is no review planned at this point, and JWT are the agency

of record.’ JWT won the Telegraph in December 1994 without a pitch from

WCRS.



The Media Factor, part of Arc Advertising, buys media for the paper. The

Sunday Telegraph has spent pounds 487,300 on advertising in the 12

months to September (Register-MEAL) compared with just under pounds 2.7m

for The Sunday Times.



The Times and The Sunday Times gave a new twist to the promotions battle

in October with its Eurostar promotion, which is reported to have hiked

sales to a high of 900,000 during the promotion. The Sunday Times also

achieved its highest full price sales for 15 years.



Estimated circulation figures for week ending December 1, however,

suggest that The Times circulation has dropped back to 763,000.



The Sunday Telegraph has a circulation of 784,843, compared with just

over 1.3 million for The Sunday Times (ABC).



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