Capturing the middle ground: the rise and rise of the Sunday Express

Eve Pollard

Nicholas Staveley interviews Eve Pollard, editor of the Sunday Express. Ms Pollard talks about how, after taking over in May 1991, she set about reversing the declining trend in readership and circulation, attracting younger readers, and squaring up to the chief rival, the Mail on Sunday.

Capturing the middle ground - the rise and rise of the Sunday Express

Eve Pollard

When Eve Pollard took over the editorship of the Sunday Expressin May 1991, the newspaper had been in decline for more than 20 years. Its sales had dropped to 1.6 million a week from a peak of 4.6 million sales in 1970. Now the trend has been reversed. In 1992, sales rose by 88,785 a week to 1.72 million at a time when the national newspaper market as a whole lost 585,000 copies. Latest figures suggest that circulation will be even more buoyant...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands