Daily Telegraph goes for families on Saturdays

News Corp Australia has launched a marketing campaign to position the Saturday edition of its Sydney masthead, The Daily Telegraph as part of a weekend buy with The Sunday Telegraph.

The theme of the campaign, which started last week, is ‘Kick start Saturday. Kick back Sunday. Weekend. Sorted.’

To underline its repositioning, the Saturday edition has reverted to The Saturday Daily Telegraph as its mast, as it did for a lengthy period from last decade.

The move is accompanied by a number of minor, but not insignificant, changes to content.

Saturday editor Jeni O’Dowd said the changes have been backed by perhaps the largest investment the company has made in its Saturday paper in more than a decade.

“We decided last year that we wanted to rebrand the Saturday paper,” she told The Newspaper Works.

“The readership is more family oriented, more female based, and I think as their community evolves, newspapers need to evolve as well. Newspapers should reflect the interests that the community has.”

The paper has renamed its Inside Edition section, Saturday Extra, added a larger real estate liftout, combined the Friday and Saturday Carsguide into a consolidated Saturday edition and added the KidSpot liftout into the Best Weekend magazine.

Ms O’Dowd said that with the KidSpot section, launched in the February 22 edition, the newspaper hoped to offer something unique for its readers.

“This is something I’m very passionate about; a parenting section which discusses real issues,” she said. “I think a lot of parenting information or sections in the past have been limited to writing about . . . how to get rid of the nappy rash, or why does your baby cry at night, whereas this parenting section is aimed at creating debates that a normal family has at a Saturday barbecue or dinner.

“Last week the cover story was about the alpha child, the child who’s the most popular in the class and how your child can relate to the alpha child. We’re doing a story on the mummy mafia, we’re doing a story about the politics behind birthday parties, what age should you let your child have a sleepover – real issues that parents discuss.

“We’re working directly with kidspot.com.au. We’re taking some of their content, which we’re putting in the section, and they’re taking some of our content and putting it on their website.  We’re hoping to create something living and breathing and give people something to talk about.”

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