The Daily Telegraph is running what it claims is the largest series
of appointment ads from an advertiser in a single day on election
Thursday, in a deal worth more than pounds 150,000.
The six pages of appointment ads were bought by the Canadian
telecomm-unications firm, Northern Telecom. The company is preparing for
European expansion during the next 18 months.
Northern Telecom’s decision to focus a chunk of its recruitment budget
in a single issue came from the belief that the Telegraph was likely to
be one of the most-read newspapers on polling day. Most papers expect to
score between 2 and 5 per cent extra sales on election day.
The Ontario-based Northern Telecom took every facing page in the
appointments section including one full-page ad on page three. This was
followed by ads on pages five, seven, nine, 11and 13.
Mark Payne, classified sales director at the Telegraph, said: ’The idea
is not only that the Telegraph will be the most-read paper on election
day, but that the right kind of people will be reading it.’