Telegraph claims car ad victory

The Daily Telegraph, which is to sponsor the Birmingham Motor Show for the third time, claims to have over-taken The Sunday Times in terms of classified motor advertising volume. It claims to have 45.5 per cent of the market compared with The Sunday Times’ 42.3 per cent.

The Daily Telegraph, which is to sponsor the Birmingham Motor Show

for the third time, claims to have over-taken The Sunday Times in terms

of classified motor advertising volume. It claims to have 45.5 per cent

of the market compared with The Sunday Times’ 42.3 per cent.



The Telegraph’s Saturday Motoring supplement, which was redesigned last

October and given more of a lifestyle flavour, has increased from 12 to

18 pages.



However, much of the volume increase has been achieved through a

low-yield policy. As a result, The Telegraph’s classified motor revenue

for last year (pounds 5.3 million) is dwarfed by The Sunday Times, which

is expecting to achieve pounds 10.7 million in its current financial

year, which ends on 30 June.



This would represent a 5 per cent year-on-year revenue increase with a 3

per cent volume increase.



John Trickett, classified ad director for The Times and The Sunday

Times, said: ’We haven’t noticed any effect from internet sites. The

trade uses them a lot but our readers don’t appear to. But we are

keeping an eye on them.’



The Telegraph’s classified ad manager Steve Playford agreed that the

used car market was buoyant. He claimed that people were buying nearly

new cars at good prices as there was an expectation that new car prices

would soon come down.



Playford admitted that he had booked a great deal of heavily discounted

ads but insisted that The Telegraph had a valuable motoring franchise,

with 806,000 of the newspaper’s readers buying used cars in the last two

years, spending pounds 8.6 billion.



Trickett retorted: ’Given the amount of investment in producing their

section, I’d be pretty disappointed with the return.’



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