The Mirror's switch to publishing its Tuesday magazine, M, on Saturdays is aimed squarely at attracting female readers to the weekend paper, admitted Mirror editor Piers Morgan.
'They are the most voracious new readership out there,' he told PRWeek.
'Bright, modern young women are an ever-expanding market.'
Morgan believes the move will add more than 60,000 to the paper's 2.7 million Saturday circulation; M has added a similar number of sales to the Tuesday paper since launching a year ago. Despite the fact that a newsprint version of M will replace the magazine on Tuesdays, Morgan said he is not worried about diluting the brand.
'We are capitalising on the brand, actively encouraging the spread of it throughout the main paper,' he said.
M is edited by Mirror deputy editor Tina Weaver.