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.

COMMENT

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.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands