- The newspaper circulation war is set to move into the supermarkets, with the announcement this week of News International's tabloid titles linking up with Tesco's Clubcard loyalty scheme.
The deal, which is the first of its kind, means that Tesco's shoppers who buy five copies of The Sun in one week will get 25 Clubcard points, and if they get a copy of News of the World, they get an additional 25 points. Tesco's customers usually have to spend £1 before they receive one Clubcard point.
NI hopes that the deal will increase loyalty among its readers, particularly women and encourage regular purchase. The price war which it sparked off in the 19xx's has proved costly, and it hopes that initiatives such as this will help boost sales.
In July the Audit Bureau of Circulation figures revealed that The Sun's sales were down just under one percent 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 one percent to 4 million, and year on year suffered a three per cent decline.
Commenting on the deal, Clive Milner, managing director of News Group Newspapers, said: "This is an important long term relationship between NGN and Tesco. The Tesco Clubcard has pioneered innovative new marketing possibilities and a direct relationship with each of tis customers."
Richard Brasher, Tesco's marketing director, added: "It's further proof of our aim to offer customers fantastic value."
The promotion is backed by a £3 million advertising campaign on TV, radio, through outdoor advertising and women's press. It will run throughout September.