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Regional daily unveils new-look Saturday magazine

A regional daily has unveiled a new-look Saturday magazine to coincide with a cover price increase from 95p to £1.

The Yorkshire Post launched its redesigned Saturday magazine at the weekend with a glossy cover, more pages, enlarged sections and new features.

Pagination of the magazine was up from 64 to 108 for the first issue, including a 16-page insert, and the paper hopes to maintain a minimum of 84 pages.

A marketing campaign has been started to promote the revamped publication, which includes using 20,000 beer mats distributed to rural pubs, as well as using its own titles, radio adverts, supermarket sites and van livery.

The first edition of the new-look magazine was launched on Saturday.

Editor Peter Charlton said: “The Saturday Yorkshire Post is already a big read with property, motors, the magazine and Country Week.

“The magazine was very traditional with a very loyal rural readership. Even if they don’t live in rural Yorkshire, our readers regard North Yorkshire and the Dales as their playground.

“Readers will find what they valued about the previous magazine is still there.

“We’ve given it a modern twist, keeping the essential Yorkshire qualities but overlaid with a more attractive presentation and one or two added platforms so it appeals to more people. It has a slightly more youthful feel.

“We want the magazine to be seen as the undisputed No 1 in Yorkshire.”

The first issue of the magazine included a 16-page insert about Harrogate which was created as part of a new collaboration between the Johnston Press paper and some of its sister titles.

It will mean Halifax, Wakefield and Scarborough will join Harrogate in having their own ‘area specials’ in the magazine four times a year.

Poet Ian McMillan, who is known as the ‘Bard of Barnsley’, will become a regular columnist for the paper and new features include Seven Days which looks at events in the week ahead, a showbiz interview and a chat with some of the region’s top chefs.

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  • March 23, 2011 at 8:51 am

    How to relaunch a magazine: Buy a copy of the Guardian on Saturday. Look at its glossy magazine. Be ‘inspired’. Mind you, the previous incarnation looks a right shocker.

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