Magazine article Marketing

The Mirror Group Baits Its Hook as the Sharks Circle

Magazine article Marketing

The Mirror Group Baits Its Hook as the Sharks Circle

Article excerpt

"They've been caught with their lederhosen down," said one Mirror Group executive with glee. Another expressed pleasure that the Panzer divisions hadn't yet been sighted.

It was perhaps inevitable that there would be an outbreak of German jokes, if not quite steel helmets, at the news that Axel Springer was sliding up to the Mirror beach, towels to the fore. After all, it was the Daily Mirror that gave a platform to Churchill in the wilderness years and several Mirror columnists and cartoonists were on the death list if there ever had been an invasion of Britain.

But that was a long time ago and we are all Europeans now. Perhaps The Mirror should not have been quite so contemptuous of what could have been a very large pile of Euros. Axel Springer, under Gus Fischer, the former chief executive of News International, is determined to internationalise an entirely German-speaking publisher and the UK is high on his hit list.

Somehow, news of the talks leaked to the City. It is unlikely Fischer would have done this in order to push up the Mirror share price to ensure he would have had to pay more for the acquisition.

The latest candidate for the hand of The Mirror is Trinity International, the largest UK regional newspaper group, whose publications include the Belfast Telegraph.

In the multimedia world, the Mirror Group has a size complex. It thinks it is simply too small and that size really does matter. But the share price is unfortunately too low, reflecting its smallness. …

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