Berkshire weekly newspaper the Maidenhead Advertiser is moving its publication day forward 24 hours from a Friday to a Thursday.

The independently-owned, 27,123-circulation paid-for weekly is the leading title in its market place.

Last year it was highly commended in the Newspaper Society’s weekly press awards in the categories for best newspaper in the South-east and community newspaper of the year. It also took home the award for best advertising features.

Chief executive Jeremy Spooner said: “Thursday is now almost as popular a shopping day as Saturday.

“All our research tells us the extra day in the market place will be very popular with readers, who get their news 24 hours earlier, and advertisers, whose messages have an extra day of exposure.

“This is a very exciting milestone in the Advertiser’s 137-year history and demonstrates our continued commitment to serving our readers and customers.”