Tesco and NI agree scheme to encourage reader loyalty

The newspaper circulation war is set to move into the supermarkets after the announcement this week that News International’s tabloid titles would link up with Tesco’s Clubcard loyalty scheme.

The newspaper circulation war is set to move into the supermarkets

after the announcement this week that News International’s tabloid

titles would link up with Tesco’s Clubcard loyalty scheme.



The deal, which is the first of its kind, means that Tesco shoppers who

buy five copies of The Sun in one week will get 25 Clubcard points, and

if they buy a copy of News of the World, they get an additional 25

points. Tesco customers usually have to spend pounds 1 to receive one

Clubcard point.



NI hopes the deal will increase loyalty among its readers, particularly

women, and encourage regular purchase.



In July, Audit Bureau of Circulations figures revealed that The Sun’s

sales were down just under 1 per cent to 3.6 million, with 1.2 million

copies being sold at a reduced rate. Sales of the News of the World were

also down 1 per cent to 4 million, and year on year suffered a 3 per

cent decline.



Clive Milner, managing director of News Group Newspapers, said: ’This is

an important long-term relationship between News Group Newspapers and

Tesco. The Tesco Clubcard has pioneered innovative new marketing

possibilities.’



Richard Brasher, Tesco’s marketing director, said: ’It’s further proof

of our aim to offer customers fantastic value for money.’



The promotion is backed by a pounds 3 million advertising campaign on

TV, radio, through outdoor advertising and in women’s press. It will run

throughout September and be created by TBWA GGT Simons Palmer.



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