The Daily Telegraph rebrands Saturday edition in time for rival launches
The Daily Telegraph’s Saturday edition will be rebranded this weekend to be known as The Saturday Daily Telegraph coinciding with the launch of the Saturday Paper and The Sydney Morning Herald’s re-launch of its Saturday paper as a compact edition.
News Corp has been making incremental changes to The Daily Telegraph’s Saturday paper over the last month, introducing a new real estate liftout, a “strengthened” carsguide section which combines Friday’s and Saturday’s content to create “one weekly bumper edition”, a revamped version of Inside Edition now known as Saturday Extra and Kidspot as a liftout within the rejuvenated Best Weekend section.
“We’ve been constantly revamping our liftouts for the last few weeks. Carsguide and real estate guide all launched in February and even one in January. For us, the Saturday Daily Telegraph has occurred progressively since the beginning of February, well before our competitor announced any changes to their paper,” general manager marketing for NSW, Lindsay Chappel told Mumbrella.
News of the changes to Fairfax’s papers was first leaked by sister News Corp title the Australian in late January.
Well done Mumbrella for giving us the whole story. The Australian’s story in Shari Markson’s “must read” media section omitted to mention the SMH relaunch. Still, it may not have been deliberate. In her sycophantic video interview with Christ Mitchell earlier this week, some of her idiotic questions revealed that she doesn’t actually know much about the media.
I’m very disappointed the Saturday Herald will now be in tabloid form. I was terribly upset when the daily changed format but believed the saturday paper would stay the same.
What a shame.