Telegraph calls DM pitch to shore up subscription levels

LONDON - The Daily Telegraph is planning to ramp up its direct marketing activity and has asked Hall Moore CHI, WCRS's Personal division and Rapier to pitch for the account.

The activity will focus on bolstering The Daily Telegraph's subscription base, which currently accounts for about one-third of the newspaper's 912,497 ABC circulation figure.

The title is fighting to reverse a decline in newspaper sales. Its April ABC was down 1.19% on last year.

A spokeswoman for The Telegraph said: "We wanted to formalise a relationship with one agency to work on our subscriptions programme, rather than, as The Telegraph previously has done, working with agencies on an ad hoc basis."

The Telegraph is in the process of overhauling its sales and marketing operations since coming under the management of the Barclay brothers.

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