Media Perspective: It will take all Emin's passion to breathe life into the Mirror.(David Emin)

What passes for life in the Daily Mirror now seems to reside in its award-winning sports pages. Alternatively, it's in the increasingly odd ramblings of its Scouse columnist Brian Reade.

Otherwise, the once great red-top reads like a duller version of The Independent compressed with The Beano.

So if you think that David Emin, the News Group advertising director, has his work cut out in taking the equivalent job at Mirror Group Newspapers, you're probably right.

Emin replaces Dominic Carter who, in a reverse move, has switched to Emin's current employer, News International, as the trading director of Times Newspapers.

As one press director …