When rebrands go wrong

(And how to avoid the pitfalls)

Rival newspapers offer collective ad sales

The UK’s biggest national newspapers are joining together to provide brands with a collective advertising package that will see them sell ads on their own and rivals’ titles for the first time.


The new strategy is being tested around the Wimbledon tennis tournament. The package guarantees brands positioning alongside Wimbledon editorial across a broad reach of titles, from tabloid to broadsheet.

The Sun, Daily Mail, The Independent, The Guardian, Daily Mirror, The Times, Daily Telegraph and all their sister and Sunday titles are involved.

It is also hoped the discounted rates for the package will encourage brands that would not usually advertise around the tournament to place spots in newspapers.

Guardian News & Media sales director Simon Kilby says: “This is about bringing new clients and more money into the newspaper sector. Different newspapers have different issues and pressures but we have worked well as a group on many projects over the past few years. This is just the latest.”

The offer aims to simplify the buying process and will enable advertisers to buy across a range of newspapers within one invoice.

The newspaper groups could potentially exploit editorial opportunities around the Olympics, Christmas and the autumn fashion shows if the test is successful.

The test package comes at a time when print ad revenues are down across the newspaper sector.

The Daily Mail & General Trust recently warned of “continued uncertainty” over the medium term advertising market after reporting its ad revenue growth had slowed by 4% since December.

The package was conceived by the Newspaper Marketing Agency.

Readers' comments (3)

  • This has been going on for years ... it's certainly not a new phenomenon. The broadsheets and tabloids often work together to provide a total package to advertisers.

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  • Dear Anon,

    As far as I am aware, there have been no formal cross-newspaper ad sales of this kind before.

    There have been cross-newspaper marketing deals within newspaper groups before - so the Times and The Sun may have collaborated, for example.

    Yes, newspapers from different groups have worked together on other projects since the formation of the Newspaper Marketing Agency, whose board consists of representatives across the UK newspaper industry.

    But in this format, this is the first ad sales package of its kind.

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  • I do believe that this is a new phenomenon and unquestionably marks the start of a period of public consolidation for the UK press.

    The most disconcerting point for the newspaper press within this article will be the YouGov stat showing that 83% of UK consumers are unlikely to pay for online newspaper content.

    This means that the preliminary hopes of taking the traditional print newspaper model and migrating it online is simply not plausible.

    Cross-publication advertising platforms like this are a great short term solution to scraping the print revenue barrel, but when the printing presses run dry we are likely to see even further innovation and consolidation online.

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