MEDIA: Indie claiming a video victory

The Independent is claiming to have pulled off the industry’s most successful newspaper promotion with its current pounds 3 video offer, after sales of its Saturday issue leapt by 14 per cent.

The Independent is claiming to have pulled off the industry’s most

successful newspaper promotion with its current pounds 3 video offer,

after sales of its Saturday issue leapt by 14 per cent.



Its video promotion has sparked the latest round in the newspaper

circulation battle, with both the Telegraph and the Times launching

similar promotions as a spoiling tactic.



The Independent added 41,000 copies to its average daily sales in

February of 285,809 (ABC). Mirror Group was initially expecting a sales

jump of 20 per cent.



‘It was designed to create a storm and it has,’ said a Mirror group

spokesman who declined to reveal the cost of the exercise. Its

scratchcard promotion last year for the Daily Mirror, previously hailed

as the most successful newspaper promotion, added eight per cent to the

paper’s copy sales.



The eight-week promotion gives Independent readers the chance to buy top

videos for pounds 3 with a voucher in the newspaper. It was launched on

23 March with a press, TV, radio and cinema ad campaign.



The Daily Telegraph offered readers videos for pounds 1.99 plus pounds 1

postage as part of a token collection promotion. Deputy promotions

manager Martin Howles remained tightlipped about the impact of his video

promotion saying it was not his policy to discuss sales figures.



But Mirror Group says its research suggests that the promotion only

appeared to stabilise the Telegraph’s figures.



Sales of the Independent have fallen year-on-year by 1.49 percent and

two per cent on January figures. The paper has implemented cost-cutting

measures, including axing staff, and is still looking for an editor to

replace Ian Hargreaves who left last year.



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