Trinity Mirror launches magazine unit with 3am offshoot

LONDON - Sly Bailey's magazine credentials are showing up at Trinity Mirror as the group said it is to launch a new magazine unit under the control of Phil Hall, incorporating the supplements of the UK nationals, including the new handbag-size 3am title.

From March, the new consolidated team will produce the magazines within Mirror Group Newspaper's portfolio, including the Daily Mirror's new 3am Magazine, which Trinity Mirror announced this morning.

The launch of 3am Magazine is being billed as a natural extension of the 3am gossip column and the first handbag-size supplement in newspaper history.

It will come free with the Daily Mirror every Wednesday and promises to give readers an "access-all-areas" view of the world of showbusiness in the style they have come to know in the 3am column.

It will feature intimate celebrity interviews as well as fashion, beauty and health tips from the stars.

Piers Morgan, the Daily Mirror editor, 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 new magazine has been launch-edited by former Loaded editor Keith Kendrick and the first issue is published on March 3.

Hall, the Trinity Mirror editorial director of magazines and former News of the World editor and editor-in-chief of Hello!, will run the new team, reporting directly to MGN general manager Ellis Watson.

Since joining Trinity Mirror in January last year, Hall has been responsible for the launch of the Daily Mirror's We Love Telly! and The People's Take it Easy magazines.

According to Watson: "Phil will bring true magazine publishing disciplines to MGN's magazines, uniting disparate teams in an environment where they can thrive and enabling MGN to attract top talent from the magazine world."

The new magazine team comprises existing staff on the Daily Mirror's We Love Telly! and new 3am Magazine, the Sunday Mirror's M Celebs and The People's Take It Easy.

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