Sly Bailey, the self-constructed publishing executive poached by Britain's largest newspaper group Trinity Mirror from IPC Media at the start of the year, publicly flexed her chief executive’s muscles on Thursday, less than four months into her reign.

Out goes Mark Haysom (49), managing director of TM’s national newspaper division for the last forty-two months and a TM staffer for more than ten years. In comes – er – Sly Bailey whose hands-on knowledge of publishing national newspapers is at best scant.

Bailey’s bombshell anticipates by nearly three months her six month review of Trinity Mirror’s businesses. Denying that Haysom’s heave-ho was a panic reaction to the slump in circulation of flagship title Daily Mirror, now languishing below the two-million mark for the first time, Bailey snapped: “I don't make reactions, I take decisive actions.”

She also refuted suggestions that the Mirror’s slide is due to its anti-war stance over the US/British invasion of Iraq; and that the job of its editor, Piers Morgan, is on the line. “Piers’ job is safe,” Bailey insisted. “The entire market has suffered throughout the war. This is a television war, not a newspaper war.”

As to her self-elevation to the helm of the Daily Mirror, Sunday Mirror, The People plus Scottish titles Daily Record and Sunday Mail, Bailey implies this will be medium-term only: “For the foreseeable future, months, not years.”

The City of London seemingly approved of the move, Trinity shares edging up £0.555 to £4.105 ($6.44; €5.98).

Data sourced from:; additional content by WARC staff