Belfast Telegraph Compact Launch Plan

18 month development plan Strategic and brand review Undertaken Q / Q –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 19 th – Tuesday 24 th February 1000 completed questionnaires returned Feedback appears in paper w/c 9 th 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 Source: Card Research Mar 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 – sec –Week 2 – 28030/10 sec –Week 3 – 22030/10 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

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 25 th 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 Television UTV & C430 sec /10 sec /10 sec 220 Radio Downtown/Cool FM30 sec Outdoor Belfast/ Surrounding areas48/6/96 sheets Cluster site4 Panels Bus Mega rears Admobile48 sheets Smart cars Media Plan