Trinity Mirror and Bauer Media Group have joined forces in a deal which will see the Liverpool Echo featured on Radio City 96.7.
The collaboration sees Radio City promoting the daily newspaper through additional banded content and presenter discussions live on air, with the commercial radio station set to produce daily commercials for each edition of the newspaper as it hits newsstands.
“This is a fantastic and unique opportunity for two of the City’s most recognised brands. It feels great to be working closely with the Echo, combining the strength of the two companies to deliver up to the minute news to the City,” commented Mike Sarath, sales director for Radio City.
As of this week, Radio City will take news content from the Echo’s daily editorial meetings and turning it into fresh branded content which will run on air in tandem with the paper’s hitting the streets the following day.
Echo editor, Alistair Machray, added: “I am delighted to be shaking hands on such an exciting partnership.City on air and The Echo in print and online, are Merseyside's key providers of news, entertainment and information. This deal gives us a chance to showcase our news, sport and features to the widest possible audience.
“The Echo is all about giving our readers the big stories first, fighting for our readers and our city, and filling our pages with imagination and surprises. We are thrilled to be working with City to get that message across.”
The deal follows a similar partnership between Bauer Media's Clyde1 and The Scottish Sun which runs for 10 weeks until 21 April.