The new-look Mirror, launched this Monday by Mirror Group
Newspapers, is adopting a distinctive branding device that will run in
all TV commercials.
The move comes as part of a major revamp that will be backed by pounds
16 million worth of investment over the next two years.
All future TV ads for the Mirror will feature a spacehopper that bounces
across the screen to reveal the Mirror’s logo, which has also been
The widespread changes also involve a change of name for the flagship
Daily Mirror to the simpler Mirror and a new-look front page, which
takes its style from US tabloids, particularly the New York Daily News
and the New York Post.
The new, single deck ’modern looking’ logo cuts across the front page,
which is designed to be largely picture led. The creative change brings
the Mirror closer to the style of magazines and has been implemented to
attract young women readers to the paper.
Roger Eastoe, the deputy managing director at Mirror Group, commented:
’The overall tone is optimistic, with an upbeat and intelligent
The changes come as the Mirror, number two in the market, trails the Sun
by more than 1.5 million copies a day. Year on year, its ABC figure to
November was down 5.57 per cent. While tabloid readership is declining,
the Mirror’s is falling quicker as it has a traditionally older
working-class audience which is dying faster than it can be
The revamp has gone down well with agencies. Fiona Smedley, the media
planning director of Universal McCann, commented: ’It looks good and is
a bold move to target women so overtly.’