Record launches ad push in circulation war
The Daily Record has launched a new brand advertising campaign as the circulation battle with its rival, The Scottish Sun, reached new heights.
Although neither The Daily Record or The Scottish Sun would confirm estimates, it was speculated that the Sun had overtaken its rival by less than 1000 copies on Monday 10 April - the weekday where the gap between the titles is historically at its narrowest.
Mark Hollinshead, managing director, Daily Record & Sunday Mail, would only comment; “We will only comment on ABC-audited figures, not on an individual publisher’s own estimates for sale on a specific day.”
David Dinsmore, the newly-installed editor at The Scottish Sun, was unavailable for comment.
As The Drum went to press, speculation mounted that The Daily Record was back on top and had achieved 35,000 sales over The Scottish Sun on Easter Monday. Unfortunately, Hollinshead was unable to confirm this estimate.
The two papers have been battling since The Scottish Sun aggressively dropped its 15p cover price to 10p earlier this year. The Record reacted by pricing itself at 15p, but only with a voucher.
The Daily Record’s new TV campaign, which aired last Sunday will run for the next three months to reaffirm The Daily Record’s position as ‘Scotland’s newspaper’.
The commercial underlines the paper’s intrinsic Scottish roots and heritage with the strap line: “Scotland: It’s what we’re about”.
Hollinshead said of the campaign: “This campaign reflects the fact that The Daily Record is all about the people and news of Scotland. It is made in Scotland for the people of Scotland.“