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| Trinity Mirror boosts Birmingham paper | Trinity Mirror boosts Birmingham paper |
| (7 months later) | |
| Trinity Mirror is to give away 50,000 copies of the Birmingham Mail in the city centre on Fridays in order to stimulate the paper's readership. The publisher will introduce the once-a-week part-paid part-free issue in April. | Trinity Mirror is to give away 50,000 copies of the Birmingham Mail in the city centre on Fridays in order to stimulate the paper's readership. The publisher will introduce the once-a-week part-paid part-free issue in April. |
| It will also launch a tablet e-edition along with a range of improvements to its recently redesigned website. | It will also launch a tablet e-edition along with a range of improvements to its recently redesigned website. |
| The Mail's bumper Friday issue will include new sections with a newly-designed what's on pullout. And an extended Saturday issue is to be revamped with a new TV magazine and leisure section. Changes are also being planned across the whole week with a promise of "extended local news and sport coverage, including more grassroots content". | The Mail's bumper Friday issue will include new sections with a newly-designed what's on pullout. And an extended Saturday issue is to be revamped with a new TV magazine and leisure section. Changes are also being planned across the whole week with a promise of "extended local news and sport coverage, including more grassroots content". |
| The initiative comes against the background of fast-declining sales for the Mail. In the first half of last year, according to the ABC figures, the paper had a daily circulation of 42,252, down 10.5% on the same period in the previous year. Just over 95% copies were sold at the full cover price. | The initiative comes against the background of fast-declining sales for the Mail. In the first half of last year, according to the ABC figures, the paper had a daily circulation of 42,252, down 10.5% on the same period in the previous year. Just over 95% copies were sold at the full cover price. |
| David Brookes, editor-in-chief of Trinity Mirror Midlands, said: "A lot of dedicated journalists have worked hard getting the content and style just right … I believe that the Birmingham Mail's journalism will better represent the dynamism and diversity of our great city." | David Brookes, editor-in-chief of Trinity Mirror Midlands, said: "A lot of dedicated journalists have worked hard getting the content and style just right … I believe that the Birmingham Mail's journalism will better represent the dynamism and diversity of our great city." |
| Simon Edgley, the division's managing director, said: "The content upgrades coupled with initiatives like the part-paid, part-free strategy for the Friday bumper edition will inject a new vigour to the Birmingham Mail. | Simon Edgley, the division's managing director, said: "The content upgrades coupled with initiatives like the part-paid, part-free strategy for the Friday bumper edition will inject a new vigour to the Birmingham Mail. |
| "We have already been hugely encouraged by the feedback from advertisers as we continue to develop the Birmingham Mail's appeal to new and existing audiences." | "We have already been hugely encouraged by the feedback from advertisers as we continue to develop the Birmingham Mail's appeal to new and existing audiences." |
| Source: Trinity Mirror | Source: Trinity Mirror |
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