MGN Reappoints M&C Saatchi For Mirror/People Brief

Mirror Group Newspapers (MGN) has confirmed the reappointment of M&C Saatchi, first appointed in 1995, to handle the strategic and creative advertising account for the Mirror, Sunday Mirror and Sunday People.

The appointment follows a strategic review of advertising across MGN’s national titles. Alisdair Luxmoore, the group’s marketing director, said: “This was a unique pitch in that it included both strategic thinking and creative development and both Lowe and M&C Saatchi helped us enormously to develop our marketing strategy. Both agencies produced extremely high quality work and it was a very tough decision to choose between them.”

While the popular or tabloid market remains the largest among the national papers, over the course of last year circulation in the daily popular market dropped 1.4% and the Sunday market 2% (see National Press Market Round-Up – 2001). A small rise in readership of daily papers was seen but readership of Sunday tabloids fell 2.5% year on year.

All three titles have seen a decline in circulation over the last two years (see graph below), despite Mirror editor Piers Morgan’s recent efforts to introduce a more “hard news” agenda, which earned him praise following 11 September.

Trinity Mirror: 020 7293 3000 www.trinity.plc.uk

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