Bizarre Newspaper/Bottled Water Promotion to End

By Gary Cutlack on at

The Daily Telegraph will no longer be sold alongside a bottle of water at train stations, airports and your usual WHSmiths-of-last-resort, as plummeting profits at the newspaper group has triggered a rethink in strategy.

The Telegraph Media Group reported a staggering 94 per cent drop in pre-tax profits for the last year, so clearly combining the two pre-travel impulse purchases wasn't working particularly well as a high street lure anyway. The money will instead be invested in attempting to earn more online subscribers.

The publisher's chief executive Nick Hugh says the paper will continue to operate as a pro-Brexit, right-wing-friendly outlet for the foreseeable future too, as this differentiation lets his ad teams better target sales pushing the sort of things this particular demographic of reader enjoys; cruises, conservatories, trousers with innovative elasticated fastening methods, union flag blazers, and pottery emblazoned with the imagery of the royal family. Perhaps over the next 52 weeks it could give away a paragraph of a trade agreement each day? [Guardian]