NEWS: Sunday tabloids to drop Christmas Eve magazine editions

Both Mirror Group Newspapers and News International are dropping the colour supplements from their Sunday tabloid titles on Christmas Eve this year.

Both Mirror Group Newspapers and News International are dropping the

colour supplements from their Sunday tabloid titles on Christmas Eve

this year.



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

mail-order advertising.



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.



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