← back to all news Express & Star increases newspaper sale with unrivalled Wolves promotion coverage
Leading regional newspaper the Express & Star has seen a healthy increase in sales on the back of the celebrations of Wolverhampton Wanderers successful Championship promotion campaign.
Wolves returned to the Premier League for the first time in six years by storming the second tier of English football, giving the Midland News Association daily an opportunity to generate additional sales.
Editorial, advertising, production and circulation had been religiously following the league table for weeks waiting for their league top spot to be confirmed. Wolves eventually lifted the Championship trophy on Saturday April 28. A series of pull-out supplements were prepared to celebrate the club’s achievements.
Overall, more than 7,000 extra copies were printed from Monday April 30 through to the parade, with healthy take-up from celebrating fans throughout the week.
On Monday May 7, a celebration party was held in West Park, Wolverhampton, where a dedicated E&S team were on hand to sell copies of the Express & Star with the souvenir supplement. There was also a merchandising team selling extra copies in Queen Square at the open top bus parade.
In total, more than 2,200 copies were sold on Bank Holiday Monday with fans receiving a poster and Wolves clapper with every purchase of the newspaper.
Tweets from Wolves reporter Tim Spiers assisted in achieving this sales figure by encouraging his followers to purchase the edition.
Deputy advertising director Kim Hazel said: “We sold an eight-page supplement on the Bank Holiday Monday full of congratulations and looking back over the year. “We then had another eight-page supplement in on Tuesday featuring all the celebratory pictures from the parade and party on Monday. We have also carried an eight-page supplement in the Wolverhampton Chronicle this week.”
The production team had carefully planned the pages, making space for iconic photos of the team and the celebrations. Deputy editor Diane Davies said: “Our unrivalled coverage of the Wolves promotion party celebrations were the results of a co-ordinated and combined effort of not only editorial departments, but of departments throughout the company. It was a huge team effort for which we were richly rewarded.
“Editorial, advertising, production and circulation have been plotting a plan of action for this occasion for many weeks and it was carried out like a military operation.“
Sports editor Russell Youll and his team prepared Monday's souvenir supplement. On the day, editorially, video journalist Juliet Hounam and photographer Tim Sturgess were in the town centre.
“Tim managed to get the iconic aerial shot after shouting up at staff in the NatWest building for 30 minutes until they relented and let him up. John Sambrooks was the photographer at West Park.“
Megan Archer, Jamie Brassington and Steven Jones were the reporters while celebrity duo Nathan Judah and Tim Spiers, who have a cult following for their video reports, were in West Park.
A busy newsroom put together Tuesday's edition. “Many people played their part in a fantastic team effort and our coverage has been universally hailed,” communications executive Rebecca Heyes told PJ.
Journalist Megan Archer covered the parade at Queen Square. She said: “The atmosphere was unbelievable. Everyone was in such high spirits and, combined with the glorious hot weather, it was a day I don’t think anyone there will forget in a long time.
“The parade started at 12pm so I spent the hour and a half before finding interesting looking people to have a chat with.
“I spoke to a lifelong Wolves fan in his 90s, the parents of a five-month old baby dressed in a Little Miss Wolves onesie, and an 11-year-old boy who was remembering his Grandad Ron, a devoted Wolves fan who had his ashes scattered on the Molineux pitch after he died. It was just brilliant to hear everyone’s stories and see so many smiling faces.”
On the evening of Tuesday May 8, a celebratory end of season dinner was held by Wolverhampton Wanderers at Telford International Centre. The prestigious event was covered by sports reporters Nathan Judah and Tim Spiers, with the fan of the season award sponsored by the Express & Star.
There was a surprise visit from Led Zeppelin front man Robert Plant who entertained the crowd of more than 1,400 guests.
When Wolves were promoted last month, a first eight-page special had already been prepared by the sports team, supported by advertising, ready for the big day. This included season highlights, photographs and special edition articles.
To see the main coverage online, click here