Rival newspapers have become involved in a battle over posters put up after the tragic death of a youngster on mud flats in Somerset.

As a result, the Western Daily Press has invited Bridgwater Mercury reporters to its offices for some journalism training.

And the Mercury editor has expressed his sadness at the Daily Press response to his own paper’s story.

Trouble between the regional daily and the local weekly flared after the Daily Press launched a campaign to warn parents of the dangers of letting their children play on dangerous areas of the beach.

The first step saw hundreds of large posters distributed at caravan and holiday parks around Burnham-on-Sea. The longer-term aim will raise funds for a rescue hovercraft.

But the Bridgwater Mercury reported on protests surrounding the posters themselves, which feature a photo of the dead five-year-old, Lelaina Hall, and advice on beach safety.

It said locals and councilors were angry about fly-posting at their resort – but the Daily Press countered by saying that saving lives was the priority.

The posters read: “Don’t let another Lelaina die. Treacherous mudflats and fast tides alert – keep an eye on the kids.”

The Daily Press, which is also prepared to sponsor permanent warning signs, feels the Mercury’s angle on the story is wrong.

In a stinging editorial “A message from the Daily Press to the Bridgwater Mercury”, it said: “It is time to concentrate on real journalism and the issues surrounding the tragic death of Lelaina Hall.

“Amateur editorials about fly posters will not save lives. We will do that job for you.

“However, if any one of your staff of two or three would be interested in a journalism course with our organisation, please do not hesitate to contact our newsdesk.”

Mercury story

Mercury editor-in-chief Ken Bird was taken aback by the report and said he was saddened by the morning paper’s stance.

In a statement in today’s edition, he said: “All we have tried to do is capture the mood of our area in the aftermath of this tragedy.

“We have fairly and accurately reported the comments of local people, many of whom were angered by the insensitivity of the posters.

“A little girl has died and that is far more important than a desperate effort to sell more newspapers.”

Western Daily Press deputy editor Chris Cowley said: “There were no warning signs up and we went down to the area to put up posters until something more permanent could be arranged.

“One or two councillors started ripping them down in a row over fly-posting, despite there being hundreds of others up for school fetes and so on.

“We feel saving lives is more important, which is what prompted the articles we ran.”