NI seeks review of Mirror sales

News International Newspapers have fired off a series of letters of complaint over bulk sales by the Mirror Group.

Letters have been sent to the Institute of Practitioners in Advertising, the Audit Bureau of Circulations, the Newspaper Publishers Association and the Incorporated Society of British Advertisers.

In the letters, Ian Weston, circulation director of News International, appeals to the ABC to review the Mirror’s bulk sales claims.

He also asks media buyers and publishers to join NI in supporting further restrictions in bulk sales.

Weston writes that the proposed revisions to ABC rules on bulk sales “will not act as an effective barrier to manipulation of sales”.

The Mirror is currently running sampling exercises through Ladbrokes, but Mirror managing director Roger Eastoe says that “footfall” measuring systems are in place.

Eastoe says: “The Mirror’s sampling level is lower this year in March compared to this time last year.

“This is NI trying to take the heat away from the level of underlying decline in circulation of The Sun,” he says.

He claims that ABC circulation figures for The Sun are down by more than 280,000 for March.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here