Early figures show the Manchester Evening News is putting on sales after launching its early edition.

The company says it's too early to say if the change will turn into a long-established trend.

But the consistency of delivery to retailers should continue to support sales, which have so far seen a five per cent jump.

Editor Paul Horrocks said: "The first sales figures are very encouraging and demonstrate there is an appetite for an early edition.

"Sales growth is a challenge throughout the newspaper business, so it's great to see an increase attributed to an extra edition, rather than a promotional device.

"We have to be cautious and make a more rounded judgement next year, but it's a good base to build on."

Managing director David Benjamin said: "Although the full marketing campaign does not begin until January there was a lot of noise surrounding the launch.

"We have committed to produce the early edition until we re-press in 2006 and we will monitor closely the readership habits to determine whether the early edition will continue thereafter."

He said that the true impact of the early edition would not be known until next year but maintaining the current trend would leave the company in a strong position to manage actively-purchased circulation in a way to best suit its long-term interests.

The early edition idea was prompted by parent company Guardian Media Group's investment in new press technology at its Trafford Park printing centre, which also publishes The Guardian. By publishing a morning edition GMG will protect the availability of the MEN.

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