CAMPAIGN DIARY: How hapless reporter Alasdair Reid hacked off the Mail’s Guy Zitter

Oops. If you’re going to fuck up in a story about the national newspaper market, the last person you want to upset is the Daily Mail’s managing director, Guy Zitter.

Oops. If you’re going to fuck up in a story about the national

newspaper market, the last person you want to upset is the Daily Mail’s

managing director, Guy Zitter.



Zitter is one of the smartest, wittiest and most stylish operators in

the marketplace but also one of those people who have no fears when they

walk through the valley of the shadow of death (Have we grovelled

enough? Ed).



In a piece purporting to show that the Mail’s huge circulation increases

hadn’t been at the expense of quality of readership, our reporter,

Alasdair ’hopeless fuckwit’ Reid, got his figures wrong. Very wrong

indeed. This after Zitter had not only spelled out the figures in words

of one syllable but had followed that up with a fax.



Zitter was threatening to buy Campaign - the company, not a subscription

- so he could have the pleasure of personally handing a P45 to the

hapless hack. Then he discovered that, like the management trainee in

the Economist ads, Reid has been on probation for almost a decade and

doesn’t actually hold down a full-time job. If fact, one of the problems

is that Reid is so downmarket that he has a less than firm grasp of the

socio-economic groups.



For the record, the Daily Mail has one of the country’s most upmarket

readerships, with 64 per cent in the ABC1 category and 29 per cent in

the even more rarefied AB demographic.



Zitter, who claims to be a reasonable man and who doesn’t mind being

called a balding fat git now and then, draws the line at this sort of

slur. Last week, he confronted Reid: ’You utter bastard. This when we’re

negotiating on next year’s budgets. Can you think of anything that will

give me satisfaction and humiliate you completely? And remember, I’m

very happily married.’



Er ... how about this Diary piece?



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