MEDIA: Sunday Telegraph plans part-works

The Sunday Telegraph plans to produce a raft of consumer-focused part-works over the next year - although it admitted that this month's festive food special would be the first and last if interest was only lukewarm.

'There is no (actual) commitment to produce any more so it is conceivable this could be a one-off,' confirmed Telegraph Group marketing director Mark Dixon.

The first in the series, Christmas Food and Drink with Gordon Ramsay, takes the form of three 24-page colour A4 glossies which run on Sundays in the magazine from 3-17 December.

Dixon said: 'It is quite an investment each time so if this puts nothing on circulation-wise, we would talk about it again. But my guess is that we'll certainly be doing some more.'

The part-work projects are aimed at differentiating the Telegraph in the crowded Sunday sections market, Dixon said. 'It is something that we can go out and promote as an extra reason to purchase. They won't stay focused on food and drink but it is still very much a topic of debate as to what the others will focus on.

'We are looking for a younger reader, the thirtysomething sort of age. There won't be anything targeted at the 18-year-old, neither will we be targeting a 65-year-old,' he added.

The Ramsay supplement was commissioned by consumer features editor Elfreda Pownall.

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