Times aims to attract female readers with T2 relaunch

by staff, Campaign 25-Aug-05, 11:00

LONDON - The Times is revamping its T2 daily supplement in an attempt to encourage more female readers to buy the paper.

T2 will be relaunched as Times2 and increased in size to 32 pages, with a higher proportion of colour pages and new ad formats. Times2 will have new themed sections running on different days throughout the week to appeal to a female readership. These will include Health, Style, Sounds and Men.

For the first time, The Times is running an ad campaign specifically targeting women to back the relaunch. The £1 million-plus campaign, created by Rainey Kelly Campbell Roalfe/Y&R, targets a cross-section of women: professionals, housewives and mothers.

Carat planned and bought media for the campaign, which focuses on posters, radio and television.

Robert Thomson, the editor of The Times, said: "The Times has a sophisticated and fast-growing audience of men and women. Our renaissance readers are passionate about quality content and Times2 will provide them with the best writing in Britain, the cleverest columnists and most elegant design in the land."

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