'Daily Mail' seeks Irish advertising

The Irish edition of the Daily Mail has entered the Republic's advertising market for the first time.

The paper, which posted a circulation of 82,787 in March, wrote to advertising agencies this week outlining its advertising rates.

The paper does not yet have readership data, but its commercial staff plan to commission their own research into the paper's "profile, demographics and socio-economic groupings".

In a letter this week to agencies, Oliver Keenaghan, commercial director, wrote: "No other title caters specifically to a female mid-market audience and we anticipate that this will be reflected in its profile."

Meetings with advertising agencies are to be set up.

The paper, which is taking on several titles owned by Independent News & Media (IN&M), has so far only carried British advertisements. The owner, Associated Newspapers, said it wanted the title to establish itself before approaching agencies.

According to its rate card, a full colour page at the tabloid paper will cost €15,200, while a black and white page will cost €11,000. Like all newspapers, the paper will offer discounts to major clients.

According to Paul Moran of the agency Mediaworks, the move is significant. "As was proven with Ireland On Sunday, Associated Newspapers have deep pockets and are prepared to put significant investment behind their efforts to establish a firm foothold in the Irish media market. Therefore, I would expect them to continue with their discounted cover price to maintain current sales figures for the Daily Irish Mail," he said.

The rate card sent to agencies is significantly lower than IN&M titles, including the Star and the Irish Independent.

The press advertising market in the Republic was worth €925.7 million at rate card values last year.