Telegraph revamps in face of sales decline

The Daily Telegraph, the market-leading daily broadsheet, is backing its new look with an above-the-line spend of £8 million as it attempts to bolster its flagging circulation.

The Telegraph Group is giving the newspaper a make-over from 1 March. It includes a new-look front page, a new size and a tabloid format for its Saturday arts and books section, and an expanded Telegraph Magazine. It has hired new writers including Anne Robinson and Irvine Welsh.

Clemmow Hornby Inge has created a series of three executions to support the makeover that employ humour and a new strapline. The campaign will run initially for one month, airing on core ITV regions, Channel 4 south and Five south. It will be supported by posters and point-of-sale in newsagents.

The Daily Telegraph's revamp follows recent circulation declines that have seen its sales fall below one million. In January it sold 930,023 copies, a 4 per cent decline. However, its decision to stop issuing bulk copies to refocus budgets on marketing have played a part in the circulation fall.

Charles Moore, the editor of The Daily Telegraph, said: "Too many newspapers try to promote sales from week to week on the basis of special offers. We wanted to introduce an advertising campaign that built on the huge strengths of this newspaper.

We think we are about to find many new readers who will soon wonder why they didn't read us before."

The ads were created by Micky Tudor and Brian Turner. They were directed by David Lodge through Outsider. Media planning and buying is through MindShare.