Media: Mirror Group to ramp up promotional work

by Alison Donnelly, Marketing 27-May-08

Mirror Group, which publishes the Daily Mirror, Sunday Mirror and The People, is planning a significant increase in its marketing activity this year aimed at reviving ailing circulation figures.

According to the latest monthly ABCs, for March, the flagship Daily
Mirror's circulation fell to a new low of 1,483,749. That represents a
4% year-on-year decline for the red-top.

Its sister Sunday paper posted a small percentage decrease over the

year, while The People suffered a 10% slump from March 2007.

The group has appointed DLKW to its £3.5m creative advertising
account amid a redesign of the Daily Mirror intended to bolster the
title's falling circulation.

The agency will also be involved in developing work across Mirror
Group's portfolio of national newspapers aimed at better reflecting
their brand qualities.

The previous incumbent of 12 years, M&C Saatchi, parted company with
Mirror Group in March, when the review began. At the time, the group
said its business focus had changed and, as a consequence, its agency
requirements had, too.

Mirror Group spent £6m on advertising last year, according to
Nielsen Media Research. The group's media planning and buying business,
will continue to be handled by ZenithOptimedia.