Trinity Mirror UK Sales Hit By Fake Iraq Photos Row

28 June 2004

The UK's largest newspaper group Trinity Mirror reports sales of its flagship national daily, the Daily Mirror, have slumped after a hoax picture scandal.

In a trading statement the group called the paper's May circulation figures "disappointing". They fell by just over 2% to 1.8 million a day.

Daily Mirror editor Piers Morgan caused a furore after publishing the pictures which allegedly showed British troops abusing an Iraqi detainee. Morgan, also a high-profile TV talking head, was sacked after the photographs turned out to be fakes. He was replaced last week by Richard Wallace.

Although the affair has cast a pall of gloom over the group's directors, there were some bright spots. Across the board figures were healthy. Advertising revenues have risen more than 5% in the last six months.

TM's regional newspaper division, which comprises 250 titles, posted advertising growth of 6%, while circulation was up nearly 4%.

By comparison circulation of its national titles, which include Sunday Mirror, The People and the Scottish Daily Record, was expected to be up by 6.6%. The projected increase in advertising revenue was 2.7%.

Data sourced from: BrandRepublic (UK); additional content by WARC staff