Liverpool Daily Post to go weekly

Trinity Mirror has announced this lunchtime that the Liverpool Daily Post will go weekly from the New Year, with “approximately 6" editorial roles being lost.

From 2012, it will be published every Thursday and have a “particular emphasis on its traditional core content of business, sports, the arts and politics.” Its digital side will continue to be updated daily.

“‘We are lucky to be custodians of one of the great brands in journalism and we’ve been serving our city for 156 years. This change sets us up to serve it for the next 156 – in print and online and through whichever channels readers seek to receive it,” stated  Post editor Mark Thomas.

The 100 page weekly has the working title of The Liverpool Post and journalists are currently working on dummy designs for the project.
 
‘‘We’ve just completed research which proves yet again how much people like and want our current content mix,’’ Thomas explained.
 
“However, we appreciate that the world is changing and people’s buying habits and news consumption requirements are very different.
 
‘‘There is clear evidence that a bumper Post once a week, full of high-quality news, views and analysis, will be better for readers and a more appealing vehicle for advertisers.
 
‘‘This move enables us to maximise brand potential in what are extraordinarily challenging times for the media industry and for business in general.’’
 
Thomas added that there would be further developments for the Liverpool Daily Post website as it becomes the Post's only source for daily news.

Recent ABC circulation figures have shown that while online readership has grown, sales of the newspaper have continued to fall.

Trinity Mirror has also revealed that free Liverpool weeklies - The Bootle Times, Merseymart (South) and Star (Anfield & West Derby plus Maghull) will be merged into 2 new community papers - The Star and The Merseymart. These will be carried within the Tuesday edition of the Echo.

 “We recognise that the proposed changes are fundamental and that they affect long-lived and much-loved brands,” said Warren Butcher, managing director of Trinity Mirror North West & North Wales.
 
‘’However, a change in approach is vital. Our business has been built on the ability to be proactive and to continually adapt our portfolio to reflect market conditions and changing consumer trends. We are convinced these changes will strengthen and add greater relevance to our portfolio in the long term and in turn improve the service we provide to both readers and advertisers.” 




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