Belfast TelegraphCompact Launch Plan

18 month development plan

• Strategic and brand review

• Undertaken Q4 2007 / Q1 2008– Brand and product history– Consumer research review– Management & editorial consultation– Pilot reader & non reader research

• Implementation of publishing plan– In print and online

Rationale

• Switch to Compact will meet with reader demand

• Switch to Compact will address existing consumer perceptions, broadsheet seen as– Formal, over-serious, city and business-centred– For older readers, especially older, formal male readers– Reflecting the ‘old’ Belfast Telegraph – from times of Troubles ... and

before– Compact seen by occasional and potential readers as being more

modern, stylish, relevant and relevant to today

• Switch to Compact will itself raise awareness and force reappraisal

• Greatest opportunity to impact circulation positively– Evidence of previous Broadsheet – Compact changes– Initial sales boost– Short/medium term reduced rate in decline in sales

Focus Groups & In paper questionnaire

• Focus groups held with regular readers• Full support of move to compact• Questionnaire in paper Thursday 19th –

Tuesday 24th February• 1000 completed questionnaires returned• Feedback appears in paper w/c 9th March

“I would like the evening edition to be smaller, similar to Saturday”

“I like all the changes you have made”“I would like the evening paper to be the

smaller size. The large one is awkward if reading at a desk or on the bus”

Hall Tests

Overall impression of look of paper

31%

67%

1% 1%0%

10%

20%30%40%

50%60%

70%80%

Excellent Good Neither Not good

How does it compare to broadsheet

48%

36%

12%

4%

0%

10%

20%

30%

40%

50%

60%

Much better A bit better Same Not as good

What do you think of the size?

44%48%

3% 5%

0%

10%

20%

30%

40%

50%

60%

Excellent Good Neither Not good

Which size do you prefer?

89%

4% 7%

0%

20%

40%

60%

80%

100%

New size Don't mind Broadsheet

Source: Card Research Mar 2009124 Regular & occasional readers

Countdown to Compact

15 days to go….. 14 days to go…..

Communications Plan - TV

• TV (UTV & C4)– 3 Weeks of activity targeting adults 15+– 850 Adult Tvrs– Week 1 – 350 30 sec– Week 2 – 280 30/10 sec– Week 3 – 220 30/10 sec

• Media Special– Roadblock prime time break on Tuesday 24th March– 90 second ad for Belfast Telegraph from its launch in 1870

Creative

• Communicate paper is changing shape

• Primary target existing and frequent readers

• Reassurance it is still your Belfast Telegraph

• Reinforce values of paper

• Explain what compact is

• Compact is …..

Creative

Creative

Creative

Creative

Creative

Creative

Creative

Radio

In 10 days you’ll have a new Belfast Telegraph

We’ve been asking our readers what they thought of our paper.

You said you liked our paper, but ...

YOU SAID WE WERE TOO BIG

Not too many pages. Or too much content.

But that our paper was just a bit awkward to handle

So from March 25th your Belfast Telegraph will be changing to a new compact format.

Still packed with news, analysis, comment and features.

Still the unique Northern Ireland perspective on local, national and international news.

Still YOUR Belfast Telegraph

But Compact.

Outdoor

MEDIA     April

  Size 16 23 30 6 13 20 27

Television              

UTV & C4 30 sec   350        

  30/10 sec   280      

  30/10 sec       220      

Radio                

Downtown/Cool FM 30 sec   45 42 36      

                 

Outdoor              

Belfast/ Surrounding areas 48/6/96 sheets          

Cluster site 4 Panels          

Bus Mega rears          

Admobile 48 sheets            

Smart cars              

Media Plan