The Mirror and the Sun are going head-to-head as they launch rival
London listings guides this Friday.
Both newspapers are anxious to reduce the decline in their year-on-year
circulations and increase advertising revenue in the face of strong
competition from the mid-market and broadsheet sectors.
The Mirror’s guide, to be called A List, will be printed on enhanced
newsprint and will contain a minimum of 32 pages. It will have the same
format as the Saturday Mirror’s the Look magazine and will review clubs,
restaurants, music, film and video releases, theatre and
It will be edited by Peter Willis, who was poached from the Sun to edit
A List’s launch will be backed by a heavyweight TV advertising campaign,
which begins this Thursday. The listings guide will replace Screen
Mirror in the London and Meridian regions, and is expected to be rolled
out nationally later this year.
The Sun is introducing a newsprint listings guide to its London readers
called the Source, which will be edited by the Sun’s deputy editor, Andy
Coulson. The 24-page magazine will provide news on films, clubs, gigs,
comedy, theatre and sport.
Roger Eastoe, deputy managing director of Mirror Group, said: ’We are
making an investment in a quality product which will have a high
relevance to our readers and provide added value on another day of the
week. It’s part of our long-term investment plan for the Mirror. The
Sun’s product is a complete knee-jerk reaction.’
Clive Milner, general manager of the Sun, rejected the claim, saying:
’In terms of timing, we had been looking at the Source for a