Trinity Mirror, the UK's largest newspaper publisher, has
strengthened its direct marketing and inserts operation with the creation of a
new Group-wide role.
Charlie Hands, formerly Head of Inserts for MGN Ltd, has been
promoted to Direct Marketing Sales and Operations Director, Trinity
Mirror.
Trinity Mirror will now offer clients the unprecedented
combination of massive coverage and regional and local flexibility.
Charlie will be responsible for direct marketing and inserts
across Trinity Mirror's Regional and National divisions, the first time that
these operations have fallen under single management.
He will report to Gary McNish, Managing Director of Amra
(Trinity Mirror's national sales operation for regional press) and into MGN
Advertising on National inserts revenue.
Over the last 18 months, in his current role within MGN Ltd,
Charlie has transformed the inserts business on the National titles.
In addition to driving the performance of the Regionals leaflets
and inserts business, he will continue to be responsible for Nationals inserts,
with a strengthened team handling day-to-day activity.
The newly created role signals the Group's intention to drive
increased revenues from its leaflets and inserts business.
Direct marketing has historically grown faster than traditional
advertising, and offers certain advantages in terms of targeting and the ability
to measure response. The Group already has annual direct marketing revenues of
nearly £30 million, and sees the potential for strong growth from this area of
the business.
Combining the strengths of the Regional leaflets and inserts
operation with those of the enhanced National business will present a uniquely
attractive offer to clients.
Charlie Hands said: "The combination of our national and
regional portfolios is a potent one for advertisers.
"Bringing them together will offer our clients a unique
opportunity to target our readers."
