The Mirror backs M magazine with pounds 6m UK advertising push

The Mirror is to publish its women's fashion magazine, M, on Saturdays instead of Tuesdays and is backing the move with a pounds 6 million national advertising campaign.

The Mirror is to publish its women's fashion magazine, M, on Saturdays instead of Tuesdays and is backing the move with a pounds 6 million national advertising campaign.

The move, which takes effect with The Mirror's 10 February issue, makes the newspaper the first tabloid to offer two free magazines in the same daily issue and is intended to maximise M's impact on the marketplace.

Piers Morgan, the editor of The Mirror, said: 'M was a real departure for us editorially and is obviously different from traditional tabloid fare. We're continually moving the paper away from our traditional red-top rivals and into Daily Mail territory.'

The magazine, which was voted supplement of the year at the 2000 British Press Awards, is set to join the TV listings and celebrity magazine The Look in a move which represents a pounds 4 million investment by The Mirror.

The sum will cover the extra print run involved in moving M to the higher-circulating Saturday edition and will also be invested in producing an additional 12 pages of M-branded editorial within The Mirror's Tuesday paper.

The pounds 6 million marketing budget will be divided between the newspaper's existing agencies. M&C Saatchi holds the above-the-line account with Zenith handling media planning and buying. Draft Worldwide holds the direct marketing business.

The move comes as several rival newspapers expand their magazine offerings.

Two weeks ago the News of the World revamped its Sunday magazine to compete with celebrity weeklies.



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