Trinity Mirror launches campaign to take on portals for agent spend

The UK’s largest regional newspaper and digital publisher Trinity Mirror says it is to “fight back” against the increasing slice of agent marketing spend being taken by Rightmove and Zoopla. Trinity Mirror has over 140 regional daily and weekly newspapers across the UK including big hitters such as the Manchester Evening News, Birmingham Mail and Bristol Post plus 80 websites. It is also publisher of the Daily and Sunday Mirror and three other national newspapers. The campaign is designed to persuade agents that Trinity Mirror’s online and print titles are the best way to ensure they are one of the ‘three’ that vendors and landlords traditionally ask to appraise their properties before deciding on which one to instruct. Campaign message Called #Be1ofthe3, the campaign message is that the major portals “don’t want agents’ brands to stand out – it’s not good for their business model – so they suppress them”. “Agents need to consider other forms of marketing to build their brand presence in the regions they operate within,” the campaign material says. Trinity Mirror, which bought rival regional publisher Local World in 2015 for £220m to make it the largest regional media company in the UK, says its titles reach…