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The Sun’s going Polish – hurray?

Posted in Media June 6th, 2008 by admin

I was interested in reading that The Sun newspaper, which has run stories like “Polish criminals set free in the UK”, “Poles in benefits scam claims” and “Polish builders nicked my flat” is now bringing out a Polish edition called Polski Sun this Saturday for Euro 2008. Is this a case of, if you can’t beat them, join them?

Don’t get me wrong; it’s good to see a national paper follow in the steps of some regional papers that have produced Polish editions. Having worked in multicultural communications in the UK for over 20 years, it’s great to see a national paper take, what is a big set, towards recognising the benefit of targeting multicultural communities. For one, there is the size of these communities and the second is their spending power.

This move could really pay off for The Sun; if done right, the paper stands to increase its circulation figures and open it’s self to a new influential and large niche.

Rupert Murdoch’s News Corporation, that owns The Sun, has already benefited from targeting Ethnic communities. Not only is his channel Star Plus, that targets Indians, number one in India but it is also the number one channel here in the UK targeting British Asians. Could The Sun be the new Star Plus for the UK Poles? I’ll guess we’ll just have to watch this space.

Saad Saraf, CEO, Media Reach Advertising 

www.mediareach.co.uk