The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Daily Mirror relaunches as 'the intelligent tabloid' with 'thought-provoking' blank pages, stirring manifesto and... cat GIFs


By Cameron Clarke, Editor

September 21, 2013 | 2 min read

The Daily Mirror has relaunched today, billing itself as "the intelligent tabloid".

Readers will be surprised to find that pages two and three of the paper are left almost entirely blank, with the former containing little more than the crossword and weather forecast and page three simply bearing the hashtag #Madeuthink. The abundance of white space is explained on page 6 when the paper asks, "Did you notice the blank pages?" before stating: "Something that isn't there can be as thought provoking as something that is."
The theme is developed further in a letter from the editor-in-chief, Lloyd Embley, on page 10. In an apparent dig at the paper's red-top rivals, he writes: "We understand what makes the Mirror different. "We don't just print words, we believe in them. We support a cause or a policy through conviction – not just self-interest. We are passionate about setting the news agenda. "We want to inform and analyse – not just titillate. Because there's one other thing that really makes the Mirror stand out from the tabloid crowd ... We have a brain – and so do our readers. We are the intelligent tabloid."Naturally then, 'the intelligent' tabloid' has chosen to illustrate Embley's article in its online edition with an assortment of cat GIFs.
The new design for the Daily Mirror will be carried over into the Sunday edition tomorrow, and features new fonts and a 'less frenzied' colour palette.The relaunch is part of Trinity Mirror's first brand campaign for its flagship title in 10 years.


Industry insights

View all
Add your own content +