  It aint over until the fat lady sings 2 3AM 's David and Golliath-esque struggle against Trinity Mirror plc urlLink moves up a gear ... The Mirror 's new publication has drawn some comment from the overly-analytical world of media commentary. Former Mirror mainstay Bill Hagerty assesses urlLink the other 3am Magazine 's likely contribution in reviving the fortunes of the flagging Mirror , once the tabloid flagship of Fleet Street in its heyday. Trade press journal urlLink Media Bulletin , on the other hand, hails the other 3am Magazine as "the first handbag-sized supplement in newspaper history". The Times urlLink actually covered it last month -- we should have been more eagle-eyed I guess (as did urlLink The Guardian , urlLink twice in one day -- as did urlLink Media Week ). 'Media Bitch UK' (who they? ) urlLink dish the dirt on the low celeb-count at the launch party for the other 3am Magazine (and where was our invite?). Yesterday's Guardian dismisses the Piers Morgan/Sly Bailey strategem as urlLink a crude attempt to emulate the success of Glamour magazine. Meanwhile, the Mirror 's tabloid rival, the Daily Star , takes the other 3am Magazine 's launch personally -- urlLink dismissing the new publication as "rather cheap and tacky, and generally a bit naff" . We, erm, know how you feel. They go on to say that the new magazine "can't seem to decide if it wants to be Bella or Heat" and "If that's the best they can do, they might as well give up now.
" A few weeks ago, the Mirror urlLink declared that the mere prospect of a 3am Magazine had their "rivals in a sweat" . That's one way of looking at the situation. Ubiqitous media pundit extraordinaire, Andrew Neil (this time without vest, baseball cap and scantily-clad Asian beauty -- see Private Eye 's passim ), publishes his take on the situation in urlLink The Scotsman , arguing that "if anybody is to blame... it must be the red-top tabloid editors themselves who, over the past couple of decades, have fed readers an addictive diet of celebrity and gossip instead of news or analysis and turned trivia into an art form.
" .
The urlLink Telegraph helpfully points out that the Mirror had to urlLink abandon a similar celebrity-focused magazine (the imaginatively-titled M ) last year due to it not being "strong enough" . I'm inclined to watch events unfold here, although some people have suggested I give The Sun a call.
Oh, and finally (from the Guardian 's urlLink MediaMonkey column): "Much excitement at the launch of the Daily Mirror's eagerly awaited celebrity rag, the 3am magazine. Let's hope it contains more famous people than bothered to turn up to the launch at a groovy West End venue last week - who numbered precisely zero. To use the parlance of the 3am column... Spotted: Times media correspondent mingling with some guys from accounts in a deserted VIP zone.
" 
