UK: Mail on Sunday changes strategy and wants to attract more men

The Mail on Sunday, traditionally 'female focused and conservative' (54% of the readership are women), is relaunching its supplement Night & Day to attract more male readers, reports MediaWeek. The relaunched Night & Day will include male-orientated interviews as well as news and features on music, films, gadgets, cars etc.

The Mail on Sunday has been successful with its female-friendly features, but has also lost readers recently. The new strategy is an attempt to boost readership and advertising. And the paper is serious about the change. MediaWeek states: "Yet, given that the supplement is backed by an £8m investment, The MoS is clearly serious about going after the testosterone-fuelled pound." Dominic Williams, press director at Carat, believes in the new strategy. He said on MediaWeek: "It gives me another platform to think about from a strategic point of view, and gives planners and buyers another option in the marketplace. Rather than just think it's female, it is now male and female." However, it will not be easy to convince men to buy a paper with a 'female' history. MediaWeek concludes that "much will depend on the quality of the supplement and the expected marketing campaign that will accompany its arrival."

Meanwhile The Times is relaunching its supplement T2 as Times2 to attract more women (see previous posting).

Source: MediaWeek