The paid-for weekly Darwen newspaper, The Darrener, which launched last October, is in expansionary mood as it plans to increase pagination, recruit more staff and launch a website.
The paper, which is edited by former BBC reporter Peter Holland, claims to be the only paper which focuses exclusively on Darwen in Lancs. Other local papers include Darwen with Blackburn or other nearby towns.
The population of Darwen is around 40,000 according to research published by Sainsbury’s said Holland.
The weekly paper costs 65p and Holland claims the title is now selling almost 3,000 copies a week with readership above 7,000. His ambition he said is to see paid-for sales at 7,000 within 12 months.
In addition to Holland, there are two full time journalists, one graphic designer, two part time production staff and the paper’s ad sales director. Holland said the company is planning to recruit more sales staff in the coming weeks and has plans for more content and production staff as the paper expands.
The paper is currently 40 pages (full colour) but will be going to 48 pages within the next fortnight said Holland. By the summer he hopes to be able to take it to 56 pages.
The increase in pagination is twofold. The software the company has been using has proven problematic but it is now being sorted said Holland. More importantly he said, there are plain commercial factors behind the up-paging: classified revenue.
The arrival of Bev Heyes from Yellow Pages in February, who replaced the previous ad director, has been dramatic. New areas of revenue have been sought and results are now coming in. The current issue sees the paper carry its first full page estate agent ads – three in fact including a full page from Your Move. Other areas are also starting to bear fruit it is claimed including motors and personal ads.
It was Heyes’ arrival said Holland which also prompted the urgency to launch a website so that print and online could work together, Prior to Heyes said Holland, it was always on the “to do” list.
Holland
The website is expected to be live within the next six weeks.
The Darrener is based at Darwen FC’s ground. Naturally enough as the paper’s proprietor - Ted Ward, a Salford property developer – also owns the football club. It was the club’s perceived lack of local coverage which was a determining factor said Holland in Ward’s decision to launch the paper.
“People said we were mad” said Holland “but Darwen is a traditional market town and the Darrener is giving a voice back to the people. Politically and socially they’re getting something they want and need.”
Beyond Darwen itself, Holland doesn’t see scope for expansion elsewhere in Lancashire. “I really don’t think such a market or the environment exists in similarly-sized towns such as Lytham for example.”
Holland joined the BBC as a regional reporter in 1988 having previously worked on the Lancashire Evening Post and the Liverpool Echo. He subsequently became one of the longest-serving reporters on BBC North West Tonight before he unexpectedly left the Beeb in April 2007.
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