Mirror’s Research Reflects Strength Of M Celebs

Readers of the Sunday Mirror‘s free glossy magazine M Celebs prefer it to the paid-for women’s weeklies they also buy, according to new research from the Mirror Group.

The findings are part of the first major study from the new Mirror Online reader panel, which was carried out by research solutions group, Survey.com.

The panel, which is made up of around 10,000 Mirror readers, is being used to gather information on media usage and lifestyle data to support advertising sales. It is also being used to test advertising copy and campaign effectiveness.

This first wave of research reveals the extent to which women value the M Celebs title. According to the study, over 95% of female readers of the Sunday Mirror read the magazine, spending a significant amount of their leisure time looking at the features.

Neil Hurman, advertising director of Mirror Group Newspapers, commented: “We have already had great success using the online reader panel to strengthen our advertising sales proposition. The research amongst M Celebs readers clearly shows they value the title more highly than many paid-for magazines they read.”

He continues: “The panel also allows us significantly to increase the value offered to our major advertising clients through studies to assess the impact of individual campaigns.”

M Celebs has capitalised on the public’s seemingly insatiable appetite for celebrity news and gossip, reflected by the rise of Emap’s Heat magazine, the launch of Closer (see Emap Promotes Closer With Give-Away) and the entry of Express Newspapers’ cut price Now (see Express Enters Celebrity Market) into the already crowded market.

Trinity Mirror: 020 7293 3000 www.trinitymirror.com

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