campaignlive.co.uk, Friday, 08 December 1995 12:00AM
Both Mirror Group Newspapers and News International are dropping the
colour supplements from their Sunday tabloid titles on Christmas Eve
The decisions to scrap the 24 December issues of the Sunday Mirror
magazine, the People’s Yes magazine and the News of the World’s Sunday
title are thought to be due to a dearth of advertising demand from the
core mail-order sector.
Mel Ives, the group sales manager of Mirror Group magazines, said: ‘It
is a simple matter of economics. If you weigh up the cost of producing
the magazine against the ad return, it doesn’t make sense to publish.’
Ives added that a similar decision not to publish had been taken two
years ago, when Boxing Day fell on a Sunday, but added that things would
be ‘back to normal’ from New Year’s Eve.
Neil Jones, a director of TMD Carat, said the decision was ‘wise’. He
added: ‘These supplements rely almost entirely on mail order and no-one
will be buying on Christmas Eve.’
Mail order has had a poor year, struggling to compete with constant cut-
price sales in high street stores. The increasingly common offer of
interest-free credit in shops has also undermined the sector’s appeal.
However, both the Sunday Express magazine and the Mail on Sunday’s You
magazine are publishing, although the Express title is also reliant on
Julie France, deputy advertisement director of Express Newspapers,
commented: ‘We have always printed in the last week of the year and
that’s not going to change.’ She added that advertising from the travel
sector was balancing any shortfall left by mail order.
This article was first published on campaignlive.co.uk