MRI International Snags 2 Big Tabloids

New York Shop Awarded Up to $50 Mil. Media Account
LOS ANGELES–American Media has awarded media buying for its Star and National Enquirer weekly newspapers to MRI International, New York, following a review of several unnamed New York media agencies.
Combined, the two titles spend about $30 million, according to published reports, although AM has indicated it will commit as much as $50 million in support of the two titles. The client said creative is handled in-house.
The search was led by independent consultant Margaret Carroll, who recently joined AM to oversee the publisher’s advertising efforts.
“MRI’s senior people have a level of experience, and they came in with a presentation that won us over,” said Carroll, who was previously senior vice president of media for a former AM agency, Trade-well, New York, and vice president of financial operations for Hachette Filipacchi Magazines.