The newspaper circulation war is set to move into the supermarkets
after the announcement this week that News International’s tabloid
titles would link up with Tesco’s Clubcard loyalty scheme.
The deal, which is the first of its kind, means that Tesco shoppers who
buy five copies of The Sun in one week will get 25 Clubcard points, and
if they buy a copy of News of the World, they get an additional 25
points. Tesco customers usually have to spend pounds 1 to receive one
Clubcard point.
NI hopes the deal will increase loyalty among its readers, particularly
women, and encourage regular purchase.
In July, Audit Bureau of Circulations figures revealed that The Sun’s
sales were down just under 1 per cent to 3.6 million, with 1.2 million
copies being sold at a reduced rate. Sales of the News of the World were
also down 1 per cent to 4 million, and year on year suffered a 3 per
cent decline.
Clive Milner, managing director of News Group Newspapers, said: ’This is
an important long-term relationship between News Group Newspapers and
Tesco. The Tesco Clubcard has pioneered innovative new marketing
possibilities.’
Richard Brasher, Tesco’s marketing director, said: ’It’s further proof
of our aim to offer customers fantastic value for money.’
The promotion is backed by a pounds 3 million advertising campaign on
TV, radio, through outdoor advertising and in women’s press. It will run
throughout September and be created by TBWA GGT Simons Palmer.
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