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Liverpool Echo relaunches after listening to criti Liverpool Echo relaunches after listening to its critical readers
(35 minutes later)
The Liverpool Echo has been relaunched today with a new design and a fresh approach to content.The Liverpool Echo has been relaunched today with a new design and a fresh approach to content.
In what its publisher, Trinity Mirror, regards as “the biggest shake-up of its 136-year history”, the Echo has taken into account ideas and criticism from its readers.In what its publisher, Trinity Mirror, regards as “the biggest shake-up of its 136-year history”, the Echo has taken into account ideas and criticism from its readers.
The editor, Ali Machray, not only dared to ask for public help but has incorporated the resulting comments into a new-look newspaper.The editor, Ali Machray, not only dared to ask for public help but has incorporated the resulting comments into a new-look newspaper.
Evidently, “six major themes emerged”. Readers wanted less news about crime, more reporting on things to do in the city, a more positive image of the city, a paper as bright and modern as Liverpool feels, a tightening-up on mistakes. Oh yes, and improved coverage of Everton.Evidently, “six major themes emerged”. Readers wanted less news about crime, more reporting on things to do in the city, a more positive image of the city, a paper as bright and modern as Liverpool feels, a tightening-up on mistakes. Oh yes, and improved coverage of Everton.
Machray has taken all that on board along with an improved, more colourful look to the pages. He also promises more emphasis on what’s going on in the arts and culture sectors. To that end, he has introduced a daily listings service at the front of the paper.Machray has taken all that on board along with an improved, more colourful look to the pages. He also promises more emphasis on what’s going on in the arts and culture sectors. To that end, he has introduced a daily listings service at the front of the paper.
Ali Machray said: “The way our readers consume media has changed dramatically since the turn of the century, and we know the Echo has to adapt to survive.Ali Machray said: “The way our readers consume media has changed dramatically since the turn of the century, and we know the Echo has to adapt to survive.
“Our design and reporting structures came from an era when the city was down on its luck and was based on telling lots of bad news stories.”“Our design and reporting structures came from an era when the city was down on its luck and was based on telling lots of bad news stories.”
Recognising that 21st century Liverpool “has evolved into a huge success story” he understood that the Echo needed to reflect that.Recognising that 21st century Liverpool “has evolved into a huge success story” he understood that the Echo needed to reflect that.
But he knows his work is not yet done. “The Echo will continue to evolve to reader’s tastes and to the modern, magnificent Liverpool we live in,” he said.But he knows his work is not yet done. “The Echo will continue to evolve to reader’s tastes and to the modern, magnificent Liverpool we live in,” he said.
Perhaps the most surprising aspect of his consultation was a contribution from Sir Jon Murphy, Merseyside’s chief constable, who thought that the Echo believed it sold more copies by “being miserable so and sos.”Perhaps the most surprising aspect of his consultation was a contribution from Sir Jon Murphy, Merseyside’s chief constable, who thought that the Echo believed it sold more copies by “being miserable so and sos.”
His particular complaint concerned what he called “so-what” articles about criminals.His particular complaint concerned what he called “so-what” articles about criminals.
Machray appears to have taken those criticisms on board in what I think every editor should regard as a refreshing experiment in trying to engage with an audience.Machray appears to have taken those criticisms on board in what I think every editor should regard as a refreshing experiment in trying to engage with an audience.