Editorial is working more closely with the sales department at the Leicester Mercury, to help the paper push forward its circulation figures.

The Mercury has launched an initiative that is helping retailers boost those sales on a daily basis.

The scheme, Patches, unites geographical areas covered by Leicester Mercury reporters with the newspaper's business sales territory teams.

Reporters now attend regular territory sales meetings to discuss the latest trends and have an input into what type of sales activity should happen and where.

Both sets of staff work closely with key newsagents to spot the advantages of publishing a story in the respective territories. The Mercury teams work as a single unit to find good opportunities to capitalise on their work.

The new structure is designed to bring effective cross-company co-operation and development between editorial and newspaper sales departments.

Each team is monitored on both story-count and sales successes, with incentives awarded on a monthly basis.

Do you have a story about the regional press? Ring 0116 227 3122/3121, or
e-mail pastill@nep.co.uk