The Observer is launching three new tabloid sections in a bid to
boost its position within the competitive Sunday newspaper market.
The three sections will include Escape, which looks at travel and
leisure, a TV listings and film section and a personal finance section.
The changes will kick off on 3 January and will be supported by a
marketing and advertising drive.
Stephen Palmer, marketing director for the Observer, said: ’We see these
as an enhancement of the Observer package. You are getting much greater
value for your pounds 1 and we will end up with a package providing a
more entertaining, useful and stimulating read.’
Palmer added that an advertising campaign which will include TV, will
run during January and February to draw attention to the new-look
newspaper. Ogilvy & Mather is the newspaper’s creative agency.
The new sections are the first significant changes made by Roger Alton,
who took over as editor from Will Hutton in July to become the paper’s
fourth editor in five years.
Life, the Observer magazine which currently includes the travel section
and TV listings, will instead carry more lifestyle features.
The October Audit Bureau of Circulations figures show that the
Observer’s circulation was down by just 0.3 per cent month on month, but
the six-monthly year-on-year figures reveal that the Sunday broadsheet
lost 11.5 per cent in sales.
This article was first published on Campaign