Daily Mail Classified

Mike Gold, Ian Smith and Jonathan Kiff

Campaign, 1981-2, to increase the Daily Mail's share of classified advertising, against a background of general decline in this market and heavy competition.
Agency: Saatchi & Saatchi Garland & ComptonAuthors: Mike Gold, Ian Smith and Jonathan Kiff

Daily Mail Classified

INTRODUCTION

This case history looks at the successful campaign for increasing the Daily Mail's share of the classified advertising market. The campaign took place in two phases, the first in September 1981 and the second in 1982 in the traditionally buoyant 'classified' period of January and February.

Radio was the prime medium used, with support from the tube cards. These are the small cards (23 inches by 11 inches) that one sees in the train, when travelling...

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