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.