26 Feb 2004 | Gareth Jones

Trinity Launches Magazine Unit With 3am Celebrity Spin-Off

Trinity Mirror is bringing the magazine publishing activities of its national newspapers under a new umbrella organisation to be headed by former Hello! editor in chief, Phil Hall.

The new consolidated team begins work next week with a brief to produce the magazines within Mirror Group Newspaper’s portfolio, which include the Daily Mirror‘s new celebrity focussed 3am Magazine.

The new handbag-sized title will be given away free with the Daily Mirror every Wednesday and will act as a natural extension of the paper’s popular 3am column, which focuses on the lives of the rich and famous.

According to Trinity Mirror, 3am Magazine will give readers an access all areas view of the world of showbiz. It will feature a range of female-targeted celebrity interviews, as well as fashion, beauty and health tips from the stars.

Commenting on the launch, Daily Mirror editor, Piers Morgan, said: “3am is the most exciting, innovative, sparky and downright louche brand in showbiz. This magazine perfectly reflects those qualities. Read it and feel…well, like you want to stay up partying until 3am.”

The magazine has been launch-edited by former Loaded editor Keith Kendrick, under the direction of Trinity Mirror’s editorial director of magazines, Phil Hall. It will be produced by a dedicated team within Mirror Group Newspaper’s new magazine unit.

The format of the magazine was chosen following an extensive research study into a number of different concepts amongst readers. Trinity Mirror also consulted key advertisers and agencies who regularly use paid-for magazines.

The Daily Mirror‘s 3am column has gone from strength to strength over the last few years. However, the latest ABC results for the six months to December reveal a slowdown in the rapid growth of the celebrity magazine sector as the public’s fascination with the rich and famous reached its peak (see ABC Jul-Dec 2003: Growth Begins To Slow In Celebrity Sector).

Sly Bailey appears to be putting her experience as chief executive of magazine publisher IPC to good use at Trinity Mirror. Last month the company launched Take It Easy, a new weekly title that will be given away free with the People on Sundays. Back in October it unveiled a new Saturday listings magazine, called We Love Telly! to replace the two Saturday supplements that were axed the month before (see Daily Mirror Unveils New Saturday Supplement).

Trinity Mirror: 020 7293 3000 www.trinitymirror.com

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