News UK has partnered with more than 8300 independent newsagents to rebrand their stores with major display advertising for News mastheads The Sun and The Times.
The initiative is part of News UK’s Retail+ project, which was launched in November 2013 to help improve communications with retailers selling The Sun, The Times and The Sunday Times, and boost sales for those titles.
Although they could not go into detail on the specific costs of the project, a News UK spokesperson said that the publisher paid for the rebranding project and, in turn, the partner retailers signed up to Retail+ to help work to boost newspaper category sales in store.
In a statement, News UK said that the project will result in branding for The Sun and The Times being seen by 500,000 customers every day that walk past the 8300 stores displaying branding.
The outside advertising includes new newspaper display stands, blade signs and fascias. To co-ordinate the project, News UK Retail+ team visited more than 15,000 retailers and made more than 14,000 phone calls in a five month period.
News UK CEO Mike Darcey said he was pleased to be making “this lasting investment on our high streets.”
“Our world-famous brands adorning these shops will attract trade and contribute towards a sustainable future for both our world-class journalism and the independent retailer.”
According to HiM! CTP 2013 research quoted in News UK’s statement on the initiative, 60 per cent of shoppers bought other items in addition to a printed newspaper and those customers tended to be more loyal to specific shops. This meant that increasing newspaper sales had significant incentives for retailers.
A Salam, from Hamdy’s Newsagent in Stoke Newington, said that sales at his shop had increased since the branding went up.
“Not only on newspapers but on other things as well,” he said. “People have easy access to products now and the signage, design and layout are good.”
News Corp Australia will be monitoring the campaign in the UK and national director of circulation Andrew Pirrit said that the project will be “excellent for brand awareness”.
“The team in Australia continually looks at ways to support newsagents and enhance newspaper placement; and more recently, completed a large stand roll out program across newsagents and petrol and convenience stores in the last year,” he said.
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