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Liverpool titles hoping football glory will bring sales lift

The Liverpool Echo and Daily Post are hoping for a sales lift following Liverpool Football Club’s FA Cup victory at the weekend.

Both papers had an army of staff covering the nail-biting match at Cardiff’s Millennium Stadium on Saturday and the team’s victory parade on Sunday, with special editions and supplements hitting the streets yesterday morning.

At the Echo, designers and subs worked late into Sunday evening to put together 27 pages of coverage, including eight news pages on the homecoming and 19 pages of sport with match reports and follow up interviews with the team.

The first edition was printed overnight and was in the shops by 7am – five hours earlier that usual – with an extra 25,000 copies printed.

This was followed up with an extra 12,000 copies of later editions published.

But even before the paper hit the streets a Wirral trader was attempting to cash in – offering copies of the special early edition on eBay for £5.

Echo editor Alastair Machray said: “Our fantastic team worked through the night to produce a superb souvenir Echo to mark the greatest FA Cup final ever played.

“However, we were amazed at the sight of our as then unprinted edition of the paper selling at more than 10-times face value on eBay.

“We knew we were producing a good edition – but we don’t want our readers being ripped off.”

Echo deputy editor Andrew Campbell added: “We’re expecting a very large circulation lift – people can’t get enough.

“The day after the Champions League victory we sold 206,000 copies compared with the usual 142,000 and this was followed up with coverage of the homecoming when we sold 161,000 copies compared with the usual 128,000.”

At sister paper the Daily Post extra copies were also printed, with Monday’s early morning paper including a 12-page pull-out devoted to the victory.

The front of the main paper also included five pages of coverage and pictures from Sunday’s victory parade.

Many staff who covered the game also returned to the production desk to put the supplement together as well.

Daily Post sports editor Richard Williamson said: “It was well worth it. The day was fantastic and it was a great result.

“People are lapping it up. It’s the sort of thing that people keep as souvenirs and we get a sales lift whichever football team it is that does well.

“The day after the Champions League win we saw a 100 per cent sales increase.”