Newspapers turn to mid-week sections in circulation wars

The newspaper market has found a new combat zone with the publication of mid-week magazines after the Daily Mail responded to the launch of The Mirror’s M magazine by launching its own Monday magazine section, also called M.

The newspaper market has found a new combat zone with the

publication of mid-week magazines after the Daily Mail responded to the

launch of The Mirror’s M magazine by launching its own Monday magazine

section, also called M.



As first revealed in Campaign, The Mirror is upping the ante in the

mid-week newspaper market with a new 44-page glossy magazine which it

hopes will introduce more women readers to the newspaper. In the same

week, the Daily Mail has launched a weekly ten-page section aimed at its

female readers.



Tina Weaver, editor in chief of The Mirror’s M magazine and deputy

editor of The Mirror, has poached a number of staff from IPC Magazines

to work on the new venture.



Roger Eastoe, managing director of national newspapers at Trinity

Mirror, said: ’We are about broadening our appeal. This is not a

five-minute wonder but a serious intention going forward.’



The launch of The Mirror’s M is backed by a pounds 1.5 million TV

campaign, which began last weekend. M&C Saatchi carried out the creative

work, with buying by Zenith Media.



Headliner, p18.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).