With the Prime Minister recently launching the 10 North initiative, the spotlight is firmly on the North of England’s growing cultural, political, and economic influence. The message is clear: the North is driving its own narrative. Matching this powerful regional momentum, The Mirror has announced a major strategic expansion designed to put its journalism, and by extension, its commercial partner, right at the heart of this thriving landscape: the launch of Mirror North.
Opening at the end of September in Reach’s Manchester hub, Mirror North is a bold commitment to regional authenticity, something that we live and breathe through our vast regional portfolio and our company strapline ‘Where People Live’.
A Return to the Heartland
The North of England has always been a traditional powerhouse for The Mirror. The brand currently reaches a massive 41% of the online population across the Northern English regions, representing its highest audience concentration in the country.
By establishing Mirror North at our Oldham site, a location that historically housed The Mirror’s Northern team and continues to host Reach’s printing facility, the publisher is placing its editorial team directly in the communities they serve. As Mirror Editor-in-Chief Chloe Hubbard notes, this is a conscious move away from the London-centric model that often dominates the national press, ensuring the title authentically reflects the everyday lives and sensibilities of its readers.
Driving Digital Growth and Mirror+
To spearhead this new chapter, Maria Breslin is stepping into the newly created role of Editorial Director for Mirror North. Breslin joins following a highly successful tenure as Editor-in-Chief of the Liverpool Echo.
For our agency clients focused on digital brand growth and premium environments, Breslin’s appointment is a major asset. She will lead the online publishing team, drive the digital development of The Mirror brand, and take overall ownership of the title’s paid subscription offering, Mirror+. Her deep-rooted Northern connections and passionate, campaigning journalistic style will be instrumental in elevating the brand’s digital footprint and subscriber loyalty.
Expanding the Multimedia Footprint
The creation of Mirror North has also paved the way for a dynamic new content strategy. With Breslin taking the reins on digital publishing and subscriptions, Executive Editor Lizzie Smith is shifting her focus entirely to a brand new, highly anticipated talent-led video strategy.
This September, Smith will oversee the launch of a new bi-weekly YouTube show. For brands and advertisers, this signals a fresh avenue for reaching The Mirror’s audience through high-quality, personality-driven video content, complementing the on-the-ground editorial work coming out of Manchester.
As initiatives like 10 North continue to elevate the region’s profile, Mirror North ensures that one of the UK’s most historic national brands is perfectly positioned to capture that energy. With a renewed focus on regional authenticity, the continued growth of the Mirror+ subscription model, and an exciting new video strategy on the horizon, The Mirror offers a powerful, deeply connected platform for brands ready to engage with the Northern powerhouse.
