Telegraph throws down gauntlet with Saturday pagination boost

The Saturday broadsheets battle will come to a head in January, when the Daily Telegraph raises pagination and revamps its sections to broaden its appeal as part of a sales-building exercise.

The Saturday broadsheets battle will come to a head in January,

when the Daily Telegraph raises pagination and revamps its sections to

broaden its appeal as part of a sales-building exercise.



News of the overhaul comes just a week after it emerged that the Times

plans to introduce a new Saturday magazine which, if successful, could

lead to the end of the 10p Times on Monday (Campaign, 21 November). It

also takes place a week before Sunday Business relaunches.



From 10 January the Saturday Telegraph will gain up to 48 extra pages,

with new standalone travel, sports and personal finance sections. These

will be added to the existing Young Telegraph, motoring, arts and books

supplements and the Telegraph Magazine. These changes will be backed by

a substantial national TV and poster campaign.



Jeremy Deedes, managing director of the Telegraph, said: ’I have always

believed that reading habits have tended to polarise away from Monday to

Friday, and Saturday has become the most important day for people. We

have reached a point where all the sections were as big as we could get

them within the paper, so it makes sense that we could break them out.’

Deedes added that the existence of more standalone sections should

increase advertising opportunities.



The Telegraph’s average daily sale in October was 1,099,953 compared

with 814,899 for the Times. Although there are no official figures that

break down national newspaper sales on Saturdays, it is the strongest

selling day of the week.



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