Telegraph benefits from record run of ads on polling day

By CLAIRE BEALE, campaignlive.co.uk, Friday, 02 May 1997 12:00AM

The Daily Telegraph is running what it claims is the largest series of appointment ads from an advertiser in a single day on election Thursday, in a deal worth more than pounds 150,000.

The Daily Telegraph is running what it claims is the largest series

of appointment ads from an advertiser in a single day on election

Thursday, in a deal worth more than pounds 150,000.



The six pages of appointment ads were bought by the Canadian

telecomm-unications firm, Northern Telecom. The company is preparing for

European expansion during the next 18 months.



Northern Telecom’s decision to focus a chunk of its recruitment budget

in a single issue came from the belief that the Telegraph was likely to

be one of the most-read newspapers on polling day. Most papers expect to

score between 2 and 5 per cent extra sales on election day.



The Ontario-based Northern Telecom took every facing page in the

appointments section including one full-page ad on page three. This was

followed by ads on pages five, seven, nine, 11and 13.



Mark Payne, classified sales director at the Telegraph, said: ’The idea

is not only that the Telegraph will be the most-read paper on election

day, but that the right kind of people will be reading it.’



This article was first published on campaignlive.co.uk

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