The Belfast Telegraph is to continue its overhaul (Media Business,
March 27) with the launch of a quarterly magazine called Direct.
Building on the paper’s reader loyalty scheme, the supplement will be
sent to the 60,000 members of its home delivery club. The 20-page
glossy, which launches this month, will extend the club’s range of
reader discounts, offers and competitions from fast food retailers such
as Pizza Hut, Subway and Harry Ramsden’s and add new advertising
partners including Index and Budget DIY.
Home delivery club manager Gary Johnston said Direct’s launch was a
significant investment and was the result of reader research.
’The club has been a great success since it launched in 1992 and the new
magazine provides a stronger medium for advertisers,’ he said.
Index general manager Ken Cockroft said: ’Direct has a long shelf life
and is of suitably high quality for our sales promotion activity.’
Separately, the Institute of Practitioners in Advertising has welcomed
the safeguards and undertakings given by the Belfast Telegraph’s new
owner, Independent News and Media. INM has confirmed it will not cross
sell by title or use its monopoly position to disadvantage advertisers.
INM has set up a local board to oversee this undertaking.
The IPA had been concerned that the addition of the Belfast titles to
INM’s dominant position in the Irish Republic would disadvantage