Mirror strengthens brand with revamp and cash injection

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 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

rejuvenated.



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

stance.’



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

replaced.



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.’



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