A regional publisher is to close one of its free newspaper titles – saying its local market had become “increasingly overcrowded” since the launch of a council newsletter in the area.
The newsletter was launched in October in defiance of the Department for Communities and Local Government’s publicity code, which states council newsletters should not be published more than quarterly.
No editorial jobs are being lost as a consequence of the closure, although it is envisaged one advertising post will go.
Trinity Mirror said in a statement: “The Wirral marketplace has become increasingly crowded with free print products with now even Wirral Borough Council producing a monthly free print publication themselves.
“We believe that there is no longer a viable, scalable or long-term future for free/giveaway print products within the Wirral marketplace and have therefore, decided to bring forward our digital plans and ambitions which will benefit readers and advertisers alike.
“We have made a number of changes to the Wirral News operating model to extend its life whilst we concentrated our efforts and resources in developing and growing a digital audience of unrivalled scale and quality, targets which we continue to surpass.
“The sheer size, quality and targeting capabilities for advertisers of our liverpoolecho.co.uk audience and its penetration on Wirral and Merseyside now provides modern, bespoke and compelling digital solutions for advertisers as well as continually updated news and video content 24/7 for readers.”