City AM unveils new ad formats to take on competition

by Joanne Oatts, Brand Republic 22-Aug-06, 11:00

LONDON - With the launch of two new London freesheets next month, City AM is offering advertisers non-conventional ad spaces to up the ante in the battle for control of the sector.

The new formats, which launch on September 5 to coincide with the paper's first birthday, will include triangle executions in page corners, pyramids across the centre spread and a series of "floated" positions within editorial content.

Jeremy Slattery, sales director of City AM, said: "The new advertising sites will appeal to media planners and creatives, delivering a new platform for achieving brand standout.

"The new shapes will appeal to client consumer and business campaigns alike."

Though targeted at business readers, the paper has looked to expand its consumer advertising clients, which have included Sony PlayStation and Nikon.

The new ad shapes launch at a time when the London newspaper market is hotting up.

Seven years after Associated Newspapers launched Metro, News International is set to launch afternoon title thelondonpaper early next month.

Associated plans to counter this onslaught, replacing Standard Lite with a younger focused London Lite in an attempt to compete. The publisher also plans to make the paid-for Evening Standard a more upmarket title and increase its cover price to 50p.

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