Abstract:

This paper describes the thinking and planning that lay behind the launch of Britain's newest daily newspaper, the Daily Star, and the role played by research in the overall marketing operation. The main research project described in this paper was conducted during the first week of the launch. Its objectives were to assess the success of the promotion of this paper and the public's reaction to and readership of the new publication. Our paper also describes the main results of this study and the development of the Daily Star as its circulation area expanded to cover the whole of the British Isles.