Mirror Group calls a review of its £6.5m media account

LONDON - Mirror Group Newspapers, publisher of the Daily Mirror, is to review its estimated £6.5m UK and Republic of Ireland media planning and buying account.

Sunday MIrror: part of Mirror Group media review
Sunday MIrror: part of Mirror Group media review

ZenithOptimedia, the incumbent agency, is one of several agencies that will be invited to join the shortlist for the account, which covers the media planning and buying work for the Daily Mirror, Sunday Mirror and The People. The review does not include Trinity Mirror's Scottish newspapers, The Daily Record and Sunday Mail, or its regional papers.

It is thought Mediaedge:cia and Walker Media could also be in the running. However, the latter would face a conflict as it already counts The Independent and the London Evening Standard as clients.

The review is being led by Lorraine Fraser, newly appointed marketing director for the national titles.

ZenithOptimedia has held the account for 15 years. Mirror Group Newspapers said a result would be announced by the end of the year.

According to The Nielsen Company, in the year to 31 August, Mirror Group Newspapers spent the bulk of its media spend, £6.2m, on TV, with the rest of the spend made up of radio, press, outdoor and direct mail.

In the past 18 months, the Daily Mirror and Mirror.co.uk have been redesigned with a more contemporary look, bolstered by full-colour capacity. The People has also undergone a redesign.

Fraser said: "Our portfolio is very different to what it was 15 years ago and our media-buying strategy must reflect both the dynamism and heritage of our highly prestigious national brands."

According to ABC data, circulation of the Daily Mirror was 1.32 million in August, down 8.96% year on year. The Sunday Mirror registered a circulation of 1.23 million in the month, a drop of 5.66%.

And The People, which, in its heyday, was selling more than two million copies, recorded a circulation of 586,414 in September, a fall of 9.7% year on year.

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