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Daily Post to launch LDP Business in February |
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Monday, 03 December 2007 |
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Trinity North West is retiring its current quarterly business magazine, Liverpool Vision, and replacing it with a new title, LDP Business next February and increasing frequency and size.
The promotional campaign to agencies and advertisers across Merseyside and the wider region begins this week.
One additional journalist is being recruited to the business desk and it is anticipated that the business web site will also be relaunched, complete with online turning pages of each edition.
The present business magazine, Liverpool Vision, was launched five years ago and despite its substantial print run – almost 50,000 – is not widely seen as a successful product in Liverpool, being equated by those who How-Do spoke to as essentially a chamber (of commerce) business magazine.
The focus of the existing title is largely profiles and according to its own media pack, the title was launched as a “Partnership publication with private and public sector organisations aiming to showcase positive developments shaping the changes taking place in the Liverpool region through profiling achievements in entrepreneurship, regeneration and culture.”
Trinity management has high hopes that the new publication, which is due to hit the streets late February or early March next year, will present the business community on Merseyside with a much improved and meatier offer.
Frequency is being increased to bi-monthly and pagination is also increasing from the current average of 44 pages to 100. And the title will be perfect bound with full colour throughout.
Circulation is being cut back to a more targeted 20,000. A number will be handed out free with the Post in the city centre together with some controlled circulation and elsewhere sold via newsagents outside the free distribution area.
Bill Gleeson, the Post’s business editor, told How-Do that: “Extensive research has been undertaken and the results showed that the market wants an in depth editorially- led product that is a great read about the big issues affecting our Merseyside market place. Vision has been in the market five years now and needed some refreshing and had some weaknesses which the new magazine will overcome.”
 Gleeson
In addition to Insider and EN, Crain’s Manchester will undoubtedly be covering bigger Liverpool stories but most observers believe it is the success of Move Publishing’s Move Commercial publication which has stung Trinity into action. Move Commercial is focused on Merseyside’s commercial property market and also claims 20,000 distribution.
Having successfully attacked Trinity’s hold on residential classified ads, Move Commercial, which launched in April, announced an increase in frequency from quarterly to bi-monthly in July.
Gleeson believes the local business market place is “Robust enough to take it. As well as news and big issue based features, LDP Business will include a substantial commercial property section, which is an area we think has plenty of still untapped potential.”
The addition of a new journalist will take the business desk’s team up to five. Production of the title will be done in-house by Trinity’s magazine production team.
The Daily Post web site itself will also, according to Gleeson, “Be substantially enriched with new content and features. As things stand, this is still in development but the upgraded version should come online at the same time as the magazine is launched.”
There are other initiatives planned but Gleeson would not reveal these beyond admitting LDP Business will have an online page turning feature.
Combined with the additional investment in the MEN business news team revealed by How-Do on Friday , a new editor at EN, the recent launch of Place North West and the imminent launch of Crain’s , it all suggests that the region’s agencies and PRs' cups runneth over when it comes to business marketing and PR opportunities.
www.liverpooldailypost.co.uk/business
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