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.



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