ESI Media prepares six-figure marketing campaign to promote Independent Daily Edition app
The Independent’s new subscription app the 'Independent Daily Edition’ has been bolstered by a six-figure marketing campaign launched by ESI Media today (16 March) to encourage sign-ups to the publisher’s latest digital offering.
The app is the first in a series of planned product and service launches for The Independent as it continues to grow its presence as a global digital newsbrand following the announcement of the closure of its print editions last month. The Independent’s last paper edition is expected to be on Saturday 26 March and the last Independent on Sunday is expected to be on the 20 March.
The Daily Edition promises to be a ‘virtual’ print edition - a fully curated, sectioned read, offering an average of 100 articles each day including News, Voices (The Independent’s Comment section), Business and Sport.
The campaign kicks off from today and will run over the next five weeks. The digital campaign is leveraging Facebook and Twitter for targeted promotion, as well as a programmatic buy to reach the most attractive subscription audiences. Print and digital ads will also run across The Independent, i and the London Evening Standard.
The aim is to encourage consumers to download the app for a one-month free trial, which is priced at £12.99 a month, as well as promoting other benefits including auto download by 5am and offline reading.
Zach Leonard, managing director of digital, ESI Media, said: “This investment in both the Independent Daily Edition and its supporting marketing campaign is proof that, as a business, we are delivering on our strategy to build a truly global digital newsbrand. As we continue to grow our digital reach each day, the new app will only extend this further, whilst preserving The Independent values and brand.”
The Telegraph's monthly subscription comes in at £10 per month, while web and app access to the Times' is priced at £24 per month, and the Financial Times £21.40 per month.