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You can find the current article at its original source at http://www.guardian.co.uk/media/greenslade/2013/jun/03/trinity-mirror-simon-fox
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| Sunday Brands is another giant mistake by Trinity Mirror | Sunday Brands is another giant mistake by Trinity Mirror |
| (4 months later) | |
| What new madness is this at Trinity Mirror? A division has been created, called Sunday Brands, composed of titles whose only similarity is that they happen to be published on a Sunday. | What new madness is this at Trinity Mirror? A division has been created, called Sunday Brands, composed of titles whose only similarity is that they happen to be published on a Sunday. |
| Let's explore this daft initiative by the company's chief executive, Simon Fox, a man who started his job without a shred of newspaper experience and appears desperate to prove he has learned nothing since taking up his post. | Let's explore this daft initiative by the company's chief executive, Simon Fox, a man who started his job without a shred of newspaper experience and appears desperate to prove he has learned nothing since taking up his post. |
| Here's the set-up of Fox's risible new division. A national title based in London called the Sunday People is to be yoked together with the Sunday Mail, based in Glasgow, and Wales on Sunday, published in Cardiff, along with Birmingham's Sunday Mercury and Newcastle's Sunday Sun. | Here's the set-up of Fox's risible new division. A national title based in London called the Sunday People is to be yoked together with the Sunday Mail, based in Glasgow, and Wales on Sunday, published in Cardiff, along with Birmingham's Sunday Mercury and Newcastle's Sunday Sun. |
| These are distinct newspapers with differing histories serving different audiences. Aside from the People, the other four have a close, natural relationship with their daily stablemates. No matter, they are to be run from London. | These are distinct newspapers with differing histories serving different audiences. Aside from the People, the other four have a close, natural relationship with their daily stablemates. No matter, they are to be run from London. |
| The only similarity between all five titles is plunging circulations. Here are the figures: Sunday People and Sunday Mail (November 2012-April 2013, compared to the same period the year before) - down 35% and 18% respectively; Wales on Sunday, Sunday Mercury and Sunday (July-December 2012 compared to same period in 2011) - down 21%, 21% and 32% respectively. | The only similarity between all five titles is plunging circulations. Here are the figures: Sunday People and Sunday Mail (November 2012-April 2013, compared to the same period the year before) - down 35% and 18% respectively; Wales on Sunday, Sunday Mercury and Sunday (July-December 2012 compared to same period in 2011) - down 21%, 21% and 32% respectively. |
| So I guess this must be the logic behind this bizarre decision: given that it's a nationwide sales horror we might just as well throw it all up in the air and see where it lands. | So I guess this must be the logic behind this bizarre decision: given that it's a nationwide sales horror we might just as well throw it all up in the air and see where it lands. |
| Is that the way to run newspapers as they face the challenge of digital transformation? Would it not be more logical to think about investing in locally-based online initiatives? | Is that the way to run newspapers as they face the challenge of digital transformation? Would it not be more logical to think about investing in locally-based online initiatives? |
| Ah, but maybe that's the cunning plan. Currently, the People does not have its own website while the four regional titles currently share websites with their daily counterparts. | Ah, but maybe that's the cunning plan. Currently, the People does not have its own website while the four regional titles currently share websites with their daily counterparts. |
| Perhaps the idea is to create a super new digital offering combining all five titles. Imagine a Sunday Brands website with celebrity content supplied by the People (along with national news, political coverage and campaigns) while the others provide regional coverage specific to their audiences. | Perhaps the idea is to create a super new digital offering combining all five titles. Imagine a Sunday Brands website with celebrity content supplied by the People (along with national news, political coverage and campaigns) while the others provide regional coverage specific to their audiences. |
| No, that's doesn't sound too likely. Few people in Cardiff Bay care what happens in Ecclefechan, and the good folk of Whitley Bay are unlikely to bother with events in Edgbaston. | No, that's doesn't sound too likely. Few people in Cardiff Bay care what happens in Ecclefechan, and the good folk of Whitley Bay are unlikely to bother with events in Edgbaston. |
| More likely, the centralisation is aimed at changing the nature of the print products, because Fox has chosen to place the former Sunday Express editor, Sue Douglas, in charge as "publishing director". | More likely, the centralisation is aimed at changing the nature of the print products, because Fox has chosen to place the former Sunday Express editor, Sue Douglas, in charge as "publishing director". |
| And she has made it clear that she believes there is a market for a reborn News of the World. Well, if she intends to make that happen by using all five titles to create some kind of national network then the editorial staffs better start looking for new jobs because that just ain't going to work. | And she has made it clear that she believes there is a market for a reborn News of the World. Well, if she intends to make that happen by using all five titles to create some kind of national network then the editorial staffs better start looking for new jobs because that just ain't going to work. |
| The Sun on Sunday is already edging back into old NoW territory (yesterday's "Tulisa's cocaine deal shame" was an example) and Rupert Murdoch will spend plenty of money to prevent a rival horning in on his territory. | The Sun on Sunday is already edging back into old NoW territory (yesterday's "Tulisa's cocaine deal shame" was an example) and Rupert Murdoch will spend plenty of money to prevent a rival horning in on his territory. |
| He completely annihilated the former Trinity Mirror CEO, Sly Bailey, with his Sun on Sunday launch and will eat Fox for breakfast if he dares to take him on. Douglas must surely know that, having worked for him previously. | He completely annihilated the former Trinity Mirror CEO, Sly Bailey, with his Sun on Sunday launch and will eat Fox for breakfast if he dares to take him on. Douglas must surely know that, having worked for him previously. |
| Sunday Brands is, quite simply, a giant mistake. | Sunday Brands is, quite simply, a giant mistake. |
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