MEDIA: Associated reshuffle

Associated Newspapers has reshuffled its senior management team in order to lend more support to the group’s new titles.

Associated Newspapers has reshuffled its senior management team in

order to lend more support to the group’s new titles.

Mike Ironside, advertisement director of the Daily Mail, who returned

from a Harvard business management course last week, becomes managing

director of The Mail on Sunday.

The current managing director of The Mail on Sunday, Kevin Beatty,

becomes managing director of the Evening Standard.

He has also been appointed an executive director of the company’s new

product division.

This unit has been set up to exploit possible brand extensions within

the Associated stable.

It is currently developing an Evening Standard-branded free daily London

listings title called Metro, which could challenge the lead of Time Out

in the listings sector.

Meanwhile, Simon Barnes, currently advertisement director of The Mail on

Sunday, has been promoted to managing director of the group’s contract

publishing arm.

Barnes has been working in this area with Mail on Sunday sales

controller, Sally de la Bedoyere.

Last year, Associated became the first national newspaper publisher to

move into the sector when it launched Contract Mail.

It was set up to pitch as a standalone business to non-MoS clients as

well as to existing advertisers (Marketing, December 18 1997).

In October, Associated launched its second contract publishing arm under

the auspices of the Evening Standard.

The initiative will offer advertisers the chance to create a publication

that can be targeted at consumers in London and the South-east

(Marketing, October 22).

Barnes will now be responsible for merging both contract publishing

divisions and possibly spinning them off as a standalone operation, like

the group’s specialist publisher, Euromoney.

To allow Barnes to focus on this task, de la Bedoyere will assume his

role as ad director on The Mail on Sunday.

John Teal, who was acting ad director at the Daily Mail while Ironside

was at Harvard, will shortly be confirmed in the role.

Ironside said: ’From my perspective, they are very different products.

We need to assess the best opportunities for the titles and see how we

can move them on.’

The Daily Mail currently sells 2.3 million copies a day, while the Mail

on Sunday sells 2.3 million a week.


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