Punch is believed to be preparing a TV campaign for this autumn
through Leagas Delaney to help boost sales. The spend is thought to be
in the region of pounds 500,000 but other details of the campaign, which
is expected to start in September, are yet to be confirmed.
Leagas Delaney was responsible for advertising the title’s relaunch last
year and its relaunch in May this year. It has also produced TV work for
Liberty 963 AM, the radio station owned by Punch’s parent, Liberty
Publishing, and for Harrods, the largest interest of Liberty’s owner,
Mohamed Al Fayed.
Al Fayed acquired the dormant title and launched it under the Liberty
banner in September 1996. However, sales soon fell well short of the
80,000 guaranteed to advertisers - and the title’s original target of
150,000 copies - falling to 35,000 a week.
The relaunch in May this year followed the arrival of the former
freelance journalist, Paul Spike, as editor. He was hired to make the
title more appealing to younger men. The relaunch, which priced the
title at pounds 1 instead of the original pounds 1.75, repositioned
Punch as a Private Eye/Loaded hybrid.
The publication day was changed from Friday to Wednesday to improve
weekly sales time and impinge on some of the readership of Private Eye,
also published on Wednesday.
Punch has had two editors and three ad directors since its first
relaunch but, despite initial problems, sales are believed to be
No-one at Liberty Publishing or Leagas Delaney would comment.