As of January 14th and 15th the Telegraph's weekend supplements have been renamed and redesigned. Weekend will now be Saturday and Living is renamed Sunday.
Both titles are well established for response advertising, carrying a high percentage of off the page advertising week in, week out. The changes should benefit advertisers in particular the change in editorial within the Sunday supplement.
Saturday will remain a broadsheet with content being included from the previous Car supplement and Gardening. Established columns like Graham Norton's Agony Uncle and award-winning food and drink writers Stephen Harris and Victoria Moore are retained. New columns include Rob Temple's "Very British Problems" and Dr Phil Hammond's "How Not to Die (Yet)"
Sunday (which replaces Living) will have more pronounced changes. It will become a broadsheet, affecting ad size and production. The TV guide is being separated out. New feature pieces that "better reflect the mood of a typical British Sunday" are coming in: food, family, property, hobbies and rural life. It is intended to have a more luxurious look and feel.
The Telegraph has a high AB readership - on Saturday 58% and Sunday 57% - and an older profile 75% over 55 on a Saturday and 65% Sunday. See here for latest circulation figures.
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