Mirror to be relaunched to boost circulation

LONDON - Newspaper publisher Trinity Mirror is to relaunch its daily tabloid The Mirror in an attempt to stem falling circulation and advertising sales, the company said as it reported a full-year pre-tax losses of £11.3m.

In another move to cut costs Trinity has also announced a joint venture sales house with the Telegraph Group.



The £11.3m loss relates to a one-off charge of £168m, and helped turn profits of £155.5m last year into a pre-tax loss.



The relaunch of The Mirror is aimed at strengthening loyalty among existing readers, while attracting younger readers to the title. It comes after a change in tone and direction at the paper, which has embraced a more serious hard news approach since the September 11 terrorist attacks.



The company said the newspaper's circulation fell 2.7% in 2001. Revenues at the national newspaper division rose to £222.9m with the help of a 5p increase on the cover price of the Saturday edition of The Mirror, the Sunday Mirror and the Sunday People.



Full-year advertising revenues fell 4.2% to £200.9m.



The company's regional newspaper division, meanwhile, reported an increase in total revenues to £530.7m, up from £516.7m last year, helped by strong recruitment advertising figures.



Full year revenue across the group was up 14.1% to £530.7m, while operating profit rose 14.1% to £120.2m.



The company added that investment in its IC Network of 13 regional online portals has been capped at £10m for 2002, after a series of deep cuts last year, which led to hundreds of job losses.



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