Magazine article Marketing

Mirror Reflects Youthful Image

Magazine article Marketing

Mirror Reflects Youthful Image

Article excerpt

Mirror Group is ploughing [pounds]16m into rejuvenating its flagship title The Daily Mirror to prevent continuing erosion of sales as the tabloid market shrinks.

The target of the newspaper's new look, introduced on Monday, is younger readers.

Key changes include dropping 'daily' from the title, a picture-based front page, new typefaces, smaller headlines, no ads on the second and third pages, new features sections geared to women, regional news and weather, and a more optimistic tone.

The changes give the daily a Sunday newspaper look, but Mirror Group has denied it is part of a move to a seven-day-a-week editorial operation, sharing resources between daily and Sunday titles.

Pagination will increase by an average of eight pages a day. Roger Eastoe, managing director of The Mirror said: "We have a rejuvenation plan for The Mirror. We want to improve sales and market share." He said the changes did not mean the newspaper would become "a clone of The Sun".

The Mirror will change its marketing strategy, with fewer promotions and a change in its tone of advertising, although Eastoe would not elaborate. …

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