Telegraph works with Disney on new comic

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 30 October 1998 12:00AM

The Sunday Telegraph has formed an alliance with Disney to produce a children’s supplement for the newspaper, called Disney’s Planet.

The Sunday Telegraph has formed an alliance with Disney to produce

a children’s supplement for the newspaper, called Disney’s Planet.



The publication, which will be slightly bigger than A4 size, is set to

launch on 22 November. It has been created to widen the Telegraph’s

appeal to audiences of all age groups and will carry news stories,

features, competitions and interactive content - all of which will be

heavily branded with the Disney logo.



Jeremy Deedes, the managing director of the Telegraph Group, said: ’This

goes further than sponsorship because we have bought the Disney

licence.



’It will be a Disney publication with the Disney characters. It is not

just us using its name on the top, although we are putting it

together.’



He added: ’If you are given the opportunity to launch a children’s

publication and are asked for your brand partner of choice, there would

be only one - Disney. Weekend newspapers should increasingly appeal to

everyone in the family.’



The 12-page supplement will rival the Sunday Times’s comic for children,

the Funday Times. The launch will be backed by a TV advertising

campaign, created by J. Walter Thompson, which will run on children’s

ITV, Sky and Channel 4 from 19 November for two weeks.



Disney’s Planet will be edited by Kate Graham and produced by Two Can

Publishing, which also works on the Young Telegraph for the Saturday

Telegraph. It will carry two pages of advertising, which can increase to

four with a 16-page issue.



Deedes said a ’seven-figure sum’ was being invested in the

supplement.



The Telegraph has signed a two-year contract with Disney to produce the

section.



Deedes said: ’It’s an unashamed attempt to give more pleasure. It will

never commercially wash its face but when advertisers see it they will

at least give it a lick and a promise.’



This article was first published on campaignlive.co.uk

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