The magnification of a mirror is given by:
\[
m = \frac{-v}{u}
\]
For concave mirrors, magnification is positive when the image is virtual and erect. This happens when the object is placed between the focus and the pole of the mirror, i.e., when \( u<10 \) cm.
Thus, the correct answer is \( \mathbf{(C) \text{less than 10 cm}} \).