The Mirror's ABC sales for February at 2270 showed no change on
January and by comparison to February 1999, our sales outperformed the market,
continuing the positive trend on the Mirror.
Roger Eastoe, Group Managing Director of Trinity Mirror National
Newspapers and Sports Division, comments:
'The critical six months' trend data for September/February
1999/2000 period by comparison to 1998/1999 shows the Mirror continuing to
outperform its immediate competitors and the market.
The Mirror's market share has also grown for February by
comparison to 1999, and for the six months' year-on-year figures, September
1999/February 2000, market share is also up.
The Sunday Mirror has also continued its positive recovery in
sales and is outstripping total market performance as well as the popular sector
for February.
For the critical six months' trend data, September/February
1999/2000, the Sunday Mirror's sales show the best performance in the market
with a stable sale of 1981.
The Sunday Mirror has also increased its market share in
February at the expense of the News of the World - who are estimated to have
spent over £1.6m on marketing - by comparison to the Sunday Mirror which has
spent under £600K.
The Sunday Mirror, like the Mirror, is a title which has shown a
strong recovery over the last year and the improved sales performance is due to
the editorial focus and positioning of the title, the increased quality of the
editorial content and effective and intelligent marketing.
The two Mirror titles are now recognised as the strongest
performing titles in the popular sector of the market and the second strongest
brands in the total popular daily and Sunday markets.'
