Trinity Mirror axes chief marketer role

Trinity Mirror is restructuring its marketing and is set to part company with recently appointed marketing director of national titles Lorraine Fraser.

The publisher appointed Fraser, previously marketing chief for Scottish titles, in July last year to oversee the Daily Mirror, Sunday Mirror, The People and the Scottish newspapers.

However, it is now making the position redundant and is in consultation with Fraser. Marketing responsibilities are being devolved back to the UK Nationals and Scottish Nationals divisions.

During the restructure Shane Davidson takes responsibility for UK Nationals and Jackie McGuigan for Scottish Nationals. They will report directly to managing director of nationals Mark Hollinshead.

The publisher recently reported a drop in pre-tax profit of 41.5% to £72.7m but says that, unlike competitors, it has pursued a policy “of not chasing short-term circulation volume through cover price discounting and levels of marketing spend which do not provide a return on investment.”

The Daily Mirror saw its average net circulation rise 1.36% in February on March to 1,234,967, although the circulation is down 9.11% for the six months from September 2009 to February 2010, year on year (source ABC).


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