The Hull Daily Mail launched its new East Riding edition in a blaze of glory today.

The front page included a message from the editor, John Meehan, an introduction to one of the dedicated community correspondents and an exclusive for readers in the newly-defined circulation area.

More than 250 outlets will be offering the East Riding Mail from today.

Preparations for the big day included making sure the new logo and masthead can be seen and recognised across the area.

Newspaper sales retail manager Nicola Glossop said: "We have been working hard to get all our outlets ready for the launch.

"About 1,000 East Riding Mail stickers have been printed on boards advertising the paper as well as the boxes they are put in to sell

"News bills will be printed to highlight the headlines from the East Riding Mail, which will be of interest to thousands of our customers.

"Big glossy posters are also being made to go out next week, everywhere that the newspaper is sold, to tell people of the change."

East Riding readers now account for 40 per cent of sales of the Mail and the figure is growing.

It was the readers themselves who asked for the new edition, in extensive research commissioned by the Mail, which found that because of the edition structure they might be missing out on stories that affect them.

Editor John Meehan said East Riding residents were crying out for the new edition, which was aimed at improving coverage in terms of quality, quantity and relevance.

He said: "We are confident our readers will be delighted with the results."

The Hull Daily Mail city edition will continue to provide news relevant to its area.

There will be a Hull Daily Mail first edition and final, as well as the East Riding Mail first edition and final. All editions will be updated to accommodate breaking news.

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