Trinity Mirror is embarking on a major promotional drive for its Birmingham Mail title, by distributing 50,000 free copies in areas of high footfall throughout the city each Friday from April.
The plans include the introduction of a part-paid part-free Friday edition and launch of a tablet e-edition as well as an overhaul of papers website. Expanded content in the Friday edition will include sections on city life, eating out, fashion and a what’s-on pull out called Friday Live.
Other additions include a tweaked property supplement and a comprehensive sports section as well as family-focused sections on health, education and consumer products as well as a redesigned Saturday edition with a TV magazine and leisure supplement.
David Brookes, editor-in-chief Trinity Mirror Midlands, said: “I am really proud of these new initiatives for the Birmingham Mail – a lot of dedicated journalists have worked hard getting the content and style just right. Whether its online, on mobile, in print or in e-edition format, I believe that the Birmingham Mail’s journalism will better represent the dynamism and diversity of our great city.”
Simon Edgley, managing director Trinity Mirror’s Midlands, 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. There is real creative edge to our approach and 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.”