The cost of Trinity teaming up with Telegraph sales: Is contracting out sales to another newspaper stable a sign of Trinity Mirror's weakness, as it rebrands its flagship title, or could it be a strategic alliance against The Sun?

Marketing Week, March, 2002 by Branwell Johnson

Braced for a tough year ahead, Trinity Mirror has chosen to contract our national advertising sales for The Mirror, Sunday Mirror, Sunday People, the Daily Record and the Sunday Mail, to a new sales house owned by the Telegraph Group.

The move comes as the newspaper group prepares to relaunch The Mirror brand. The aim of the relaunch is to encourage existing readers to buy the title more often and to attract younger readers, rather than poach readers from The Mirror's red-top rival The Sun. The relaunch will be part of a [pounds sterling]25m investment in marketing, editorial and products across the group's national titles.

Advertising revenues for Trinity Mirror's national newspapers division fell 4.2 per cent to [pounds sterling]200.9m last year, while...