End of The Month

June 1st by Ben Parfitt

The Sunday Times’ ambitious multimedia offering The Month has been canned.

The free monthly DVD bundled with the paper was launched 18 months ago and featured games, music and movie content.

The Sunday Times is claiming that the “avalanche of CD and DVD cover-mounts” on rival publications has led to its decision to scrap the project, although the paper is looking at alternative options, such as taking The Month online.

The move comes despite the large advertising campaign that supported the DVD and the fact that an estimated 33 per cent of the paper’s readership regularly viewed it.

However, there is hope that gaming-related content may still feature in the future in the form of a less frequent CD rather than DVD insert.

“It was not an easy decision to reach, but after 18 months, we feel the considerable benefits of image and circulation no longer justify and outweigh the significant investment we have to make on this product on a regular basis,” said Times marketing director Andrew Mullins in a letter to games companies earlier this week.

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