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Sun rivals rally as super Sunday nears
Trinity Mirror, Northern & Shell and Associated Newspapers have ramped up their marketing ahead of the Sun on Sunday launch, as media agencies predict News International's rivals could spend £7m before the end of March.
Mail on Sunday: runs full-page ad in today's Metro
Associated Newspapers is promoting the Mail on Sunday's "stunning free magazines" (Live, You and bi-annual fashion supplement You Inspire) which it says are "for him …and for her", in a press ad in Metro, its free newspaper.
The Express, part of Northern & Shell, is advertising that the Sunday Express is giving away a free gardening mat as well as its "action-packed" sports pullout and S magazine.
In The Mirror a news story explains there will be "four great sections in your great Sunday Mirror" which includes the main paper, the Carling Cup special sport pullout, a celebrity magazine and homes and holidays supplement.
Rupert Murdoch, chairman and chief executive of News International parent News Corporation, made the shock announcement that it would launch a Sunday version of The Sun "very soon" on Friday (17 February).
The Sun confirmed it would be this week on Sunday (19 February) and a TV campaign kicked off during The Brits on ITV1 on Tuesday evening. The spots, made by CHI & Partners, are changing daily to count down to the paper's launch.
Trinity Mirror, Northern & Shell and Associated Newspapers' TV campaigns are expected to kick off tomorrow and unless their TV trading deals allow for late booking they will have had to pay full price for the airtime.
Media agency sources predict that The Sun's rivals could spend around £7m in marketing by the end of March to maintain the share of the Sunday newspaper market they have gained since the closure of the News of the World last July.
The Sun revealed today it had signed up Sven Goran Eriksson’s former girlfriend and 'Strictly Come Dancing' star Nancy Dell'Olio to write a weekly style column and the Sunday paper will include recipes from TV chef James Martin.
The paper will contain 28 pages of football news, 16 pages of other sports and extra puzzles.
The Sun is running a national radio campaign on Global Radio's Capital FM, Bauer Media's Place portfolio of major city stations and UTV Media’s TalkSport which is also counting down until Sunday with copy changing every day.
The outdoor campaign includes JCDecaux and CBS Outdoor's digital networks.
The Sun's campaign is being planned and bought by Mindshare and Kinetic.
This article was first published on mediaweek.co.uk
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