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
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).