Wales’s national newspaper the Western Mail is to give away up to 5,000 copies in Swansea as part of a new circulation drive.
The initiative, to be launched in the next month, will see the flagship daily move to a part paid-for, part-free distribution model in the city.
It will see up to 5,000 copies of the Mail distributed in the city centre on Thursdays and Fridays each week.
But the move could spark a circulation war with Local World, whose Swansea-based paid-for South Wales Evening Post is now the biggest-selling daily paper in the principality.
Trinity Mirror has declined to comment publicly on the move.
However one insider told HTFP the move was part of a circulation drive targeting Swansea city centre which would be allied to more in-paper coverage of the city.
According to the last set of ABC figures, the Mail currently has an average daily circulation of 25,435 across the whole of Wales.
The Post has a circulation of 36,623, almost all which are sold in and around Swansea.