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Trinity ups its investment in Liverpool.com |
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Friday, 15 February 2008 |
Liverpool.com, a monthly lifestyle and leisure magazine published by Trinity, is enjoying significant investment in its print and digital editions as the title aims to create a major ‘city’ magazine on a scale the title's editor believes is not typically seen in the UK.
The publication, which was formed last autumn by a merger of two previous titles, Space and Liverpool.com.
Space was a glossy magazine and Liverpool.com was an A5 events/listings publication. However the feedback Trinity was getting from the market was that a combination of the two but with more of an emphasis on culture would be better received in the city, particularly with a ‘certain year’ impending.
David Lloyd joined as editor in January to oversee the next phase of growth as he sees it. He was previously the last editor of Manchester’s what’s on publication City Life before it was closed by MEN Media and subsequently he became an editor of Thomas Cook travel guides.
The March edition, the fourth in the new monthly guise, will be Lloyd’s first issue.
“We’re hitting targets” he stressed and “we’re seeing a pick-up rate of 98% of the total print run.”
The distribution figure is 35,000. The bulk of the copies are delivered through the letterboxes of houses in south Liverpool, with 6,000 copies circulated to city centre residents and the balance to 100 plus pick-up points in the city: from bars and restaurants to hotels, shops and galleries.
The increasing investment in the title is partly as a result of the title becoming part of business development director Mark Dickinson’s operation. Dickinson has been tasked by Trinity with identifying and developing new avenues of revenue encompassing print, digital and mobile.
Four full time journalists now work on the title and four dedicated sales reps reporting to ad director Debbie McGraw have been drafted across.
“The plan” said Lloyd “is to build the brand in print and relaunch the website.  Lloyd
“I’m a passionate believer in good city magazines – like they have in the States. The UK is lagging well behind but there’s great potential if we get it right.”
In addition to the 102 page perfect-bound A4 print magazine, an online page turning edition is now available and a raft of new features have already been added to the site including what’s on and events listings and a dedicated ‘gig’ search.
Lloyd also added that they are working on what they believe to be a “Unique new social networking project that will, for the first time, enable all the city's creative types to interact, collaborate and create.
“It will be a real catalyst, enabling the capital of culture to stay at the forefront of words, music, art and design.” Unfortunately he wouldn’t elaborate.
www.liverpool.com
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