News tabloids extend Weekend format for more cities

Nov 02, 2021 at 09:06 pm by admin

News Corp is reprising the format of its Brisbane and Adelaide magazine inserts in a new bid to ‘own the weekend’ across four major capitals.

New products for the Herald Sun in Victoria and Daily Telegraph in NSW will be called VWeekend and Sydney Weekend, with “refreshed and extended” versions of the Courier Mail’s QWeekend and Advertiser’s SAWeekend (pictured from past issues) retaining their titles.

News says they will retain their state-based identities, while being overseen by national editor-in-chief Laura Chalmers (below). The publisher promises in-depth news reads about the biggest stories in each state, human interest stories and profile interviews, as well as food and travel, books, tech, fashion and local events.

National Weekend editor Mick Carroll says the new titles will enable News to offer advertisers a national suite of magazines across its weekend mastheads. They join existing Sunday products Body+Soul, Escape, Stellar and The Binge Guide, and will give advertisers access to an audience of more than five million readers across the entire weekend both nationally and locally.

Chalmers says said the investment in new Saturday magazines reflected growing print and digital audiences in Queensland and South Australia. “We know there is an audience for premium, long-form journalism and that is what these magazines will do – tell the biggest stories in their state using a pool of award-winning writers from across the company.”

Despite its print format, the magazines will be “proudly digital-first”, she said, commissioning content which will drive engagement and selling it throughout the week to a highly engaged online audience.''


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