Mirror Extends M Brand To Sundays And Celebs
The Mirror’s M magazine brand is to be extended with the launch of M Celebs in the Sunday Mirror, which will mean four outings a week for the M brand.
The 76-page glossy title promises to take an “irreverant” approach to the popular sport of celebrity watching and will be edited by Mel Brodie (pictured), previously assistant editor on Saturday’s M magazine.
The original M magazine appeared as a glossy in the Tuesday edition of the Mirror two years ago, where it boosted sales by 13% and won Supplement of the Year. Last year it moved from the Tuesday to the Saturday edition, boosting sales by over 17% or almost half a million copies. M newsprint pages still appear in the Tuesday paper and Thursday’s Mirror now includes an M Health section.
M has attracted advertisers including Revlon and Astor which had previously never appeared in the main paper, and now claims to compete in the pure women’s magazine marketplace, with advertisers including Nivea, Pantene and L’Oreal.
Sunday Mirror editor Tina Weaver, who launched the original M said: “It is the only product in today’s national newspapers that speaks to women in their own language, rather than in the patronising tone adopted by so many papers. We wanted to build on its success and move it into Sunday too.”
Trinity Mirror: 020 7293 3000 www.trinity.plc.uk
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