The only national Welsh language newspaper, Y Cymro, is changing its publication date from Saturday to Wednesday.

The title will launch on January 28 with a special reduced price of 10p for two weeks. The last Saturday edition will appear on January 24.

The change is in a bid to increase sales with Y Cymro swamped on news stands at the weekend by high pagination national titles.

North Wales Newspapers editor in chief Graham Breeze said: "Y Cymro's visibility to the casual buyer is being damaged by heavily paginated national weekend products.

"We believe that the change to a Wednesday will help increase sales and will help us improve Y Cymro's news and sport content.

"We also believe that the midweek product will be more appealing to advertisers."

Y Cymro will increase its colour content and will be produced on a better grade of paper to make it more appealing to buyers.

The move is being backed by a high profile television campaign on Wales' own S4C channel.

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