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Guy Zitter could easily lay claim to being one of the most-loathed men in media. But he could equally claim to be one of the most loved.

He's even capable of inspiring both feelings in the same people. And he clearly commands a lot of respect at Associated Newspapers, where he has just been handed the newly created role of group commercial director, a post he will occupy while continuing as the Daily Mail managing director.

Zitter, 50, has an enormous ego and, according to one colleague, can be "an utter pain in the arse". "On occasion, Guy can be childish and arrogant," another friend says.

But Zitter, consistently number one in ±±¾©Èü³µpk10's "best media salespeople to have lunch with", can also be massively entertaining and charming.

Returning ±±¾©Èü³µpk10's call to answer questions, he barks: "I'm the best-looking managing director in news-papers", a self-deprecating reference to his vertically challenged, gnomish appearance.

Zitter could be forgiven for gloating at being handed additional responsibilities at Associated; industry whispers had suggested that his time there would be short- lived following the arrival of a younger generation of managing directors, Stephen Miron at The Mail on Sunday and Mike Anderson at the Evening Standard.

However, Zitter is uncharacteristically modest in playing down the significance of his new role, pointing out that the managing directors of the Standard, Mail on Sunday and Metro will continue to report to the Associated managing director, Murdoch MacLennan.

So why was the role created? "This recognises that the Daily Mail has been unusually successful and I've been doing the job for a long time, so it's a bit of a pat on the back," Zitter says. "This formalises me taking a more active role in helping the other titles."

Zitter has certainly been active of late in working on issues outside of the Daily Mail - he was the leader of the Daily Mail & General Trust's abortive bid for the Telegraph Group. Rumours then suggested that The Telegraph's prospective new owners had made an approach to Zitter concerning a senior management role, something he denies.

Zitter is clear on his main priority: "The whole market is going through a circulation issue; part of what I'll be doing is making sure this company suffers less than others."

Zitter won't elaborate, but Associated sources suggest his first priority will be to focus on worrying circulations in the London market - not just with the Standard but also the Mail and Mail on Sunday - and to work on issues Metro might face when competition from another freesheet arrives.

One source says: "It would be right to say that there is paranoia about circulation in a very paranoid company. The Mail describes it as a bad month if it's down by three copies so Guy is the obvious man to address this."

An issue that won't be on Zitter's agenda is to consider merging Associated's sales operations. This will happen "over my dead body", according to Zitter, but observers suggest there could be ways for the titles to help each other out more through cross-promotion.

Agency buyers, many of whom are desperate to be invited on Zitter's famously exclusive annual ski trip, say he is traditional in coming from the "bullying school" of trading, but all point to the fact that he's been instrumental in building the Mail into such a successful brand. Even those who don't like him respect what he has achieved in his 15 years at the title.

Jim Marshall, the chairman of Starcom Group, which has Associated Newspapers as a client, says: "Guy can be exceptionally rude but the nice thing is he doesn't make exceptions - he's like that with everybody. And he has genuine charm to make up for it."

Zitter is certainly one of the best-connected, socially active news-paper men around. His regular dining at Harry's Bar, membership of the St Moritz Yacht Club and fondness for fine wines illustrate his love of the good life.

Marshall says: "He's a great wine buff and loves his food; he's an old- style hedonist but he's bridged the gap between old and new. He likes to play - but never underestimate his knowledge or abilities."

Some colleagues say that Zitter is the personification of the Mail - belligerently right-wing, overly zealous, compact and full of hot air.

So, given his generally bullish approach to life, how will he get on with the other managing directors at Associated now they will be working more closely together?

"I've worked with Mike and Steve for a very long time, and we have excellent working relationships," Zitter says.

Others at Associated are less than sure that Zitter will be able, or inclined, to avoid stepping on a few toes. After all, why change a habit of a lifetime?

THE ZITTER FILE

1981: The Mail on Sunday, sales executive to ad manager

1989: Daily Mail, ad director

1993: Daily Mail, deputy managing director

1994: Daily Mail, managing director

2004: Associated Newspapers, group commercial director