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
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.