The company is planning a two-pronged direct marketing strategy to boost sales of The Daily Telegraph and Sunday Telegraph, and to raise revenue from third parties.
Circulation for The Daily Telegraph stood at 923,449 in the April ABCs, slightly up on March but down almost 2.5% year on year. Figures for The Sunday Telegraph show that its circulation of 707,443 was 1.39% up on March but down 5.51% year on year.
The strategy has been designed to better focus the resources of the 16-strong direct marketing department. Circulation will be boosted through the development of the group's subscription programme and the use of discount vouchers. Direct marketing will also play a bigger role in increasing revenue from commercial deals -- such as reader offers from third-party companies -- by leveraging relevant database information on customers.
The head of direct marketing will report to circulation director Cliff Ewan and work alongside Telegraph Group marketing director Mark Dixon.
The DM department will work more closely with the Telegraph Group's agencies -- which include Clemmow Hornby Inge, Naked and Universal McCann -- to ensure a single brand message is relayed across all marketing communications.
The hunt for a direct marketing chief comes as the group enters the final stages of the protracted bidding war over its future ownership.
Daily Mail & General Trust, believed to have offered £700m for the company, the Barclay brothers and venture capital group 3i are about to enter a final round of detailed negotiations with Lazards, the merchant bank organising the sale.
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