Magazine article Marketing

OPINION: The Mirror Has Lost Two Wars but Bailey Is Already Fighting Back

Magazine article Marketing

OPINION: The Mirror Has Lost Two Wars but Bailey Is Already Fighting Back

Article excerpt

Point out to Daily Mirror editor Piers Morgan that his paper now has its lowest circulation since 1930, when ABC circulation figures first began, and his reply is characteristically robust.

He argues that such a statement amounts to lazy journalism - something that could have been written about the Daily Mirror any time in the past few years. Anyway, a lot of papers have lost circulation. The News of the World has lost close to one million sales over the past seven years and fell below the symbolic five million mark and nobody makes too big a deal about that.

Yet there is something more than symbolic about the Daily Mirror sliding below the two million mark in March.

The unusual thing is that the defeat was largely inflicted by the paper's commercial and editorial management.

Morgan has admitted honestly his mea culpa - that he failed to register the fact that it was one thing to oppose the war in Iraq and quite another to continue to do so when it started and 'our boys' were exposed to danger and death.

Morgan did provide a radical alternative to the traditional jingoism of The Sun, but the makings of his troubles were there from the start.

The anti-war stance, complete with unthinking headlines such as 'Prime Monster?', was so extreme that it left Morgan with nowhere to go. The poll that showed 49% of Daily Mirror readers supported the war once it was under way, with just 38% against, must have come as a nasty shock.

The commercial blunders of the past year were, if anything, greater. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.