News International executive David Emin is to leave his role as director of display advertising for The Sun and News of The World and defect to tabloid rival The Mirror as its advertising director.
The news will come as a shock to some in the industry who expected the role to be filled by Emin’s deputy at News Group Newspapers (NGN) Liam Reynolds.
Mirror Group Newspapers (MGN) has needed a sharp operator to fill the vacant advertising director’s role since Dominic Carter joined News International in February.
Emin was hired by former colleague Richard Webb who left his role as general manager of NGN in July and took over as managing director of MGN in January.
An industry source says: “David is a shrewd man but he’ll soon find that the Mirror is not NGN and he won’t be able to use such bullish trading tactics as they do on
The Sun and News of the World. If he tries he’ll get laughed out of town. He’ll have to work with people rather than tell them what he wants.”
The news of Emin’s departure was to be circulated at News International on Tuesday afternoon. Earlier that day, Times Newspapers’ ad director Ian Clark felt compelled by speculation in the media to deny he had held any conversations with MGN about a job.