Mirror To Undergo Brand Relaunch

Trinity has announced that it is to relaunch the Mirror brand later this year in order to encourage loyalty and attract younger readers who are entering the market.

The announcement came as the newspaper group announced full year results for the year (see Trinity Releases Results Ahead Of Expectations). The group stated that analysis of research showed that there was more to be gained for shareholders by encouraging existing loyal readers to purchase more than trying to chase loyal readers of the competition.

To this end the group is proposing a “range of bold and innovative activities” for the relaunch later in the year. This will be backed with significant above and below the line support.

Trinity has also said that considerable effort will be made to communicate the benefits of the relaunched brand to advertisers. Included in the strategy is a proposal to form a sales house with the Telegraph Group to sell advertising space on behalf of both companies. This would be funded by the reallocation of existing marketing spend and the investment is expected to be recovered by 2005.

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

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