The Hull Daily Mail is getting in touch with its feminine side in a bid to boost sales and advertising revenue.

Its new 12-page Female section is published every Tuesday and contributed to a 2.2 per cent sales rise after the launch last week.

The target audience is women aged between 25 and 44 with features on fashion, health and parenting, alongside regular columns.

Senior assistant editor Paul Hartley said: “There’s already a lot of competition out there for female readers so to make our section distinctive the emphasis is firmly on local content.

“We feature clothes readers can buy locally, interview local people and publish local views.

“In common with the rest of the industry, irregular readership is on the increase and people’s buying habits are becoming increasingly functional.

“Roughly half our readers are women so we are hoping that Female will encourage them to pick up the paper on a Tuesday, although I suspect blokes may secretly enjoy reading it as well.

“Last Tuesday, when we launched, sales were up 2.2 per cent week on week, which was down to a combination of a strong news list and the contribution from Female.”

The supplement was launched after extensive market research among readers, staff and advertisers with former health specialist Lisa Baxter taking up the role of dedicated reporter.

Among its regular features is a reader makeover which includes hair and beauty treatment and £100 to spend on clothes.

Other regulars include telling readers how to get the celebrity look at high street prices and Ian Midgley’s popular column about being a first-time father which has moved from its Wednesday slot.