FEATURE4 June 2018

The voice of the mainstream

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Features Impact Media UK

Trinity Mirror, now rebranded as Reach, is best known for the Mirror but, as the UK’s largest regional publisher, its research has delved into the differing perspectives of readers across its portfolio. Andrew Tenzer, its head of insight, explains. By Jane Bainbridge.


There is an incongruity to travelling to Canary Wharf – that bastion of London capitalist vigour – to interview Trinity Mirror’s head of insight, Andrew Tenzer, about brands being too London-focused.

Passing from the shopping centre with its Paul Smith and Montblanc shops to a newspaper business on the upper floors of Canada Square is a long way from the Fleet Street of old. But everything is changing in the newspaper business, where it’s now all about digital-first strategies and the need for in-depth customer insight is greater than ever.

Indeed, there are even more changes in the time between interviewing Tenzer and publishing this article, because, following its purchase of Express Newspapers for £127m in February, it’s now being rebranded to Reach. The fallout of that has yet to reach Tenzer.  

Tenzer’s insight work has been broad and varied. It has caused some ripples in the industry for its exposure of just how alienated so many ...