News Corp is relaunching the Telegraph this Saturday, the same day as The Saturday Paper hits news stands. But the boss of the The Saturday Paper said it wasn't even on her radar. "We are the opposite of the Tele," said Rebecca Costello. "One of manycreatives we have running is 'Not the Daily Telegraph.'"
The News Corp Saturday Daily Telegraph edition will now include a new real estate liftout, a carsguide section that rolls in Friday's content, KidSpot as a liftout, and a renamed Inside Edition called Saturday Extra focusing on business.
News has a supporting marketing campaign to push the title and News Corp NSW executive general manager Brett Clegg said it was the "largest investment in our Saturday newspaper in the last decade". The 'Kick start Saturday. Kick back Sunday. Weekend. Sorted' campaign kicked off today across radio, outdoor and social media.
Costello, CEO at Schwartz Media, wished News Corp luck. She said she had no idea that the paper was relaunching on the same day as The Saturday Paper launched, but hinted at a potential windfall piggyback effect given one of the company's own creatives was 'The Saturday Paper. Not the Daily Telegraph.'
"We are the opposite of the Daily Telegraph," she said. "We're not even in the same postcode let alone ball park."
"Our strapline is the whole story."
This article has been amended to accurate reflect the Saturday Paper's creative and strapline.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.