NEWS: News International woos local shops

News International is briefing Scottish agencies to pitch for its Sun and News of the World business north of the border.

News International is briefing Scottish agencies to pitch for its Sun

and News of the World business north of the border.



The decision to hunt out a local agency has been sparked off by the

fierce tabloid wars in Scotland, which have moved on from a price-

cutting strategy towards a marketing-led and product-driven approach.



Simons Palmer Denton Clemmow and Johnson is the incumbent on the two

accounts for the whole of the UK. Colin McClatchie, the general manager

at News International’s Glasgow headquarters, stressed that the new

agency will work in co-operation with Simons Palmer.



However, it is felt that a local shop could help the papers make deeper

inroads into the Scottish market.



McClatchie revealed: ‘News International has big plans for the News of

the World and the Sun in Scotland’, but would not go into details of

proposed developments for the papers. The News of the World recently

launched a special Sunday edition in Scotland.



The Sun has been in a long-term battle for market supremacy in Scotland

against its Mirror Group rival, the Daily Record.



According to McClatchie, The Sun is selling 370,000 and rising, while

the Daily Record’s sales are still way ahead, at 675,000, but falling.



McClatchie, who took up his post six months ago, said that a brief is

being written, which will go out to a small number of agencies towards

the end of the month.



McClatchie gained newspaper experience as the sales and marketing

director on the Daily Record and Sunday Mail in Scotland.



He said: ‘Scottish agencies are forever telling us they can bring

something additional to the party. We are giving them a chance to prove

it.’



Paul Simons, the chairman of Simons Palmer, was not available for

comment as Campaign went to press.



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