Independent to bundle ad deals with i

The Independent is to begin bundling advertising deals with its sister-title i, promising a combined circulation of up to 340,000, in an effort to double advertising revenue across the two papers.

Since i launched, adverts appearing in the Independent have also appeared in the i at no extra charge, but executives are now negotiating with media buyers to raise the price of slots, which promise to offer a greater circulation across the two newspapers.

The latest ABC figures for the Independent showed a circulation of 175,002 – meaning i will have to sustain paid-for sales (it’s believed the Independent is negating the numbers for copies given away for free on the back of promotions) of around 160,000 sales to achieve the promised 340,000 figure.

Although official figures have yet to be released about the readership of i since its launch in October, industry sources claim that by the end of the year i was averaging sales of 60,000, far from the 160,000 needed. However, a big marketing push for i was delayed due to the inclement weather conditions throughout December, and has only just launched in the new year.

It’s believed that the first official ABC figures will be published in March, for the month of February. Media experts are warning that the Independent will have a tough time persuading advertisers to pay up to double for something they have been getting for free since the launch of the paper.

(Source: MediaGuardian)




“Before we all sink into a slough of digital dystopian despair, it might be worth considering this: is this a sign of the strength, not weakness, of revelatory journalism in the digital age?”

Charlie Beckett, director of POLIS at the London School of Economics, reacts to news that the UK government forced the Guardian into destroying hard drives that contained information leaked by Edward Snowden.

(Source: POLIS)


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