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Mirror Media rebrands as Reach

Posted By The Marketing Institute, Wednesday 6 November 2019
Updated: Monday 4 November 2019

Joanne McGreevy, Managing Director, Reach


Mirror Media, publisher of the Daily Mirror and Belfast Live, has formally changed its name to Reach here.

The publisher’s parent company in the UK rebranded to Reach from Trinity Mirror in May 2018 following the acquisition of the then Northern & Shell owned titles - Daily Express, Daily Star and OK! Magazine - but ‘the timing wasn’t right for the Irish business to take on the new name’ according to Managing Director, Joanne McGreevy.

“As our business continues to evolve in Ireland, our portfolio of newsbrands reach far beyond just ‘The Mirror’ title now, so the time is right to fall in line with the rest of our publishing group and for the Irish business to adopt the ‘Reach’ name,” said Joanne.

“The new name encapsulates the reach our print and digital titles have with readers. Reach is a better reflection of who we are, what we do and what our ambitions are for our business.  

“With more brands making up our portfolio, we reach more people now and advertisers can reach more audiences through our media brands.”

When Reach (then Trinity Mirror) acquired Northern & Shell, the deal also included a 50 percent stake in the Irish Daily Star newspaper which is owned under a joint venture agreement with Independent News and Media, requiring competition clearance in Ireland.

“Since the acquisition, we have also launched a new Irish digital site - Cork Beo -  and all of this has materially changed our business for the better,” continued Joanne. “So it was high time our name reflected these changes too.”

Mirror Media was already one of NI and Ireland’s biggest news media organisations owning two daily national newspaper titles (including the Irish edition of the Mirror), four Sunday titles [NI and Irish editions of the Sunday Mirror and Sunday People], one magazine and five websites.

The publisher recorded its highest collective performance ever in September, amassing 55m global page views in one month across desktop, mobile and its app suite. 

As of October 1st, redirects to and the website has been rebranded.

Stakeholders dealing with the commercial teams at Reach in Belfast and Dublin will notice company emails have also already been updated. 

The move is a change of corporate name only for the company, and does not impact its stable of newsbrands, all of which retain their identities.




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