Mirror looks to target female readers with secret national newspaper project

Team led by Sunday Mirror editor Alison Phillips said to be developing new cut-price tabloid title focused on women

The Mirror’s secret cut-price national newspaper project is understood to be a title that specifically targets female readers.Trinity Mirror, the publisher of the Daily Mirror, Sunday Mirror and Sunday People, has had a team exploring the viability of a new national newspaper since last year. The title would operate on a similar model to Evgeny Lebedev’s highly-successful i, which launched in 2010 and sells 268,000 copies a day at a cut price of 40p, operating off a low cost base by feeding off the Independent.