Trinity Mirror hires IPC Media's Bailey

The industry has reacted with surprise to the appointment of IPC Media chief executive Sly Bailey as chief executive of Trinity Mirror, one of the biggest jobs in UK media.

Bailey joins Trinity Mirror on February 3 to succeed Philip Graf, who announced his departure in September.

As Starcom Motive network services director Duncan Sillence put it: "She is moving to a completely different set of businesses - newspapers are the fastest-moving consumer goods. She won't have the luxury of weekly or monthly deadlines."

There is also the question of how Bailey will get on with Piers Morgan, the maverick editor of The Daily Mirror, who enjoyed Graf's support.

But Media Audits global account director Martin Sambrook said the appointment shows how keen Trinity Mirror is to tap into Bailey's experience in running a diverse portfolio. He points out that there is a good precedent of a top magazine executive transferring successfully to papers - Richard Desmond at Express Newspapers.

Bailey joins Trinity Mirror with a strong track record at IPC Media.

Promoted to chief executive in 1999, she led the £860m management buyout from Reed Elsevier and introduced a brand-led approach with an emphasis on marketing. Last year she oversaw the £1.15bn sale of the business to AOL Time Warner.

Trinity Mirror publishes more than 250 titles including The Daily Mirror and The Birmingham Evening Post.

Bailey's successor at IPC Media is yet to be announced.


One of the biggest challenges for Bailey will be the future direction of The Daily Mirror. Its £20m relaunch as a serious, campaigning newspaper and costly price war with The Sun has not, in the short term at least, showed returns in terms of sales. Average net circulation for the past six months showed a 4.03% decline year on year.

In terms of the wider Trinity Mirror group, at least one shareholder has called for a break-up to avoid financial decline.


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