The Mirror has hired Donna Price to head the ad department of its
fledgling women’s supplement M.
Price, whose first task will be to recruit a dedicated sales team for
the title, has spent most of her career with Emap.
In 1990 she joined Emap Elan as deputy ad manager of Just Seventeen, and
was later appointed ad manager of Elle. She left Elle to move over to
Emap Metro as ad manager of Sky, before being promoted to group ad
manager for Sky, Select and Mixmag. Kerrang and Neon were later added to
Price left Emap last year, taking voluntary redundancy when the
publisher restructured. ’I spent six months helping a friend launch a
film production company, then I decided I wanted to get back in the
industry and take on a big challenge,’ she said. ’When M approached me I
was very excited. M is fantastically innovative, and I think this is an
exciting period of rejuvenation for The Mirror.’
Price will become ad manager - Mark Pritchett remains the only ad
director at Mirror Group - and she will be looking to hire a deputy ad
manager and two senior sales people. She stressed that the deputy ad
manager was a ’very senior position, with a salary to match’.
M was not pre-sold to advertisers because the group was trying to keep
the project under wraps. As a result it did not carry many ads in the
first few issues. Now Pritchett is keen to build the advertising.
’We’ve had two people on secondment from elsewhere in the group,’ said
Price, who started last Wednesday. ’But now it’s time to create a
dedicated sales force.’
M has budgeted for an ad ratio of 20 per cent, which would allow around
11 pages of ads in categories such as cars, fashion and beauty and