News International Goes for Gold in the Circulation Race During London 2012

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Source: The Times

Despite experiencing a circulation dip for the month of June, it is expected that along with The Times, The Sun will be boosted by the London 2012 Olympics due to advertising deals between News International, Samsung and Adidas.

The Times has been set to link up with Samsung to provide a “Times Lite” digital edition formatted for Samsung’s smartphones and tablets. This will be available as a daily download throughout the games period.

In addition to this, interactivity is crucial to the second News International deal, which is aiming to encourage readers of The Sun to send messages of support to British athletes into the newspaper, which will then be featured on Adidas-branded sweatbands.

Additional innovations include a “pub” hosted by The Sun at BT Live events taking place in Hyde Park during the Olympics, as well as an “Olympic Scrapbook” which has been distributed with the Sunday Times.

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