Storybrooke Daily Mirror

"The Mirror strikes again! I wanted to bring you the latest edition. I assure you it's one of my better hatchet jobs."

- Sidney Glass to Regina Mills

The Storybrooke Daily Mirror  is a newspaper on ABC's Once Upon a Time. It first appears in the second episode of the first season.

Front Page Headlines

 * "Stranger Destroys Historic Sign"
 * "Coma Patient Wakes Up"
 * "Welcome Home, John Doe"
 * "Ex-Jailbird"
 * "Heartless!"
 * "Reagan: Marines Will Be Staying In Beirut"
 * "Local Paleontologist Gives Lecture On Unusual Fossil"
 * "Mr. Gold To Marry Belle French"

Characters on the Front Page

 * Belle
 * David Nolan
 * Emma Swan
 * Mary Margaret Blanchard
 * Mr. Gold

Trivia

 * -|On-screen Notes=

On-screen Notes

 * The name of the newspaper, Daily Mirror, refers to Sidney's Enchanted Forest counterpart, a genie who seals himself into the Evil Queen's mirror after using his last wish.
 * Printed on the newspaper in the same section as the price, town name and date, is the tag "Independent and Locally Owned" which is ironic given the paper's non-independence and subjection to Regina's demands before the curse was broken.
 * During season one, the newspapers do not carry dates. Instead they carry the tag "Printed Today".
 * The price of the newspaper has increased from 30¢ to 75¢ between 1983 and 2011.
 * In "The Thing You Love Most", the name of the news reporter on the front page is Michael Wong, who worked as an art director on this episode.
 * In "The Shepherd", the top header of the Storybrooke Daily Mirror says "Comet Marley Makes Debut Appearance". Fittingly enough, the lesson plan on the chalkboard in Mary Margaret's classroom mentions comets, and other astronomical objects.
 * The newspaper also has an article called "Lyme Disease: A New Understanding". Lyme disease is an infectious disease transmitted to humans by the bite of infected ticks.
 * There is also an article about capsaicin, an active component of chili peppers, that produces a sensation of burning in any tissue with which it comes into contact with.
 * In "The Shepherd", there is a picture of the Chartres Cathedral on the cover of the Storybrooke Daily Mirror.
 * Sidney's newspaper article in "Desperate Souls" states that Emma was arrested in Worcester, Massachusetts in 1996. This is contradicted in "Tallahassee" and "There's No Place Like Home", which prove Emma was actually arrested in Portland, 2001.
 * The Storybrooke Daily Mirror has a website.
 * In "Hat Trick", a picture of the famous Indian marble mausoleum Taj Mahal is on the cover of the newspaper.
 * One of the main headlines on the cover says "the science of memory". The headline "remembering" can be glimpsed inside the newspaper. This is a subtle reference to the haze the Storybrooke residents live in, with their true identities completely wiped.
 * In "The Stable Boy", the picture credit for a photo of a Storybrooke Elementary girl says Neil Westlake; a graphic designer and production staff member on the show.
 * There is a Storybrooke Daily Mirror vending machine outside Granny's Diner.
 * When Henry is looking at apartments in "Kansas", one of the classified ads says:

Apartment for rent Two bedroom, two bath, clocktower views, was a master woodworker in the Enchanted Forest so all cabinets are custom.


 * One of the apartments is described as "charming newly renovated". The ad says, "For enquiries please call Jeanne 604.264.1001 ext. 418". This is a real phone number, which belongs to Noble & Associates Realty Ltd, a property management company in Vancouver, British Columbia, where Once Upon a Time is filmed.
 * There is also an ad for a company called the "Royal Carpet Cleaning".
 * Another ad says:

SIGN, EMBROIDERY SCREENING and Sporting Goods business for sale in Storybrooke, owners are highly motivated $40,000 obo, can be seen on the web, call Jim at 555-0131.


 * In "A Tale of Two Sisters", the front page of the Storybrooke Daily Mirror mentions a gift shop owner called Sabine Schoppel, the art department coordinator on the show.

Appearances
Note: "Archive" denotes archive footage.


 * The Storybrooke Daily Mirror's name appears on Sidney's business card in "Fruit of the Poisonous Tree".
 * The Storybrooke Daily Mirror's name appears on its website in "Red-Handed".
 * The Storybrooke Daily Mirror's name appears on a vending machine in "Broken", "The Apprentice", "Darkness on the Edge of Town" and "Enter the Dragon".
 * The Storybrooke Daily Mirror's name appears on Sidney's envelope in "Breaking Glass"