Trinity Mirror is planning to launch a free version of the Birmingham Post in a bid to combat the new title to be launched by rival entrepreneur Chris Bullivant, it was reported today.

Mr Bullivant’s new part-free, part paid-for weekly the Birmingham Press is to hit the streets next Friday.

But Trinity was today reported to be planning a spoiling operation by launching ‘Post Lite’ – a slimmed-down version of its weekly flagship – the day before.

The claim, which has so far been neither confirmed nor denied by Trinity, surfaced on TheBusinessDesk.com’s West Midlands portal, edited by former Post boss Marc Reeves.

Yesterday TBD revealed that Trinity was axeing its glossy monthly title Living in order to redeploy its journalists to fight the new invader.

Today the website reported that Post-Lite would be distributed to 18,000 homes in upmarket areas such as Solihull, Harborne and Sutton Coldfield – the same areas The Press is targeting – and would go head-to-head with Bullivant in the battle to secure the lucrative property advertising market.

One city estate agent told TBD that the Post had become “complacent” in its dealings with advertisers.

Philip Jackson of Birmingham estate agents Maguire Jackson, said: “The Bullivant offer is certainly more exciting, because of the level of support for it amongst major estate agents in the city.”

In an interview with media website The Drum, Mr Reeves said that Mr Bullivant’s venture stood a good chance of success.

“He stands a very good chance as Bullivant knows two markets better than almost anybody,” he said.

“The first market he knows is the newspaper market, the second is the estate agency business. He’s built his newspaper business over 30 years, on the back of excellent relationships with estate agents.

“He’s had a go in Birmingham before with the Daily News and he’s been busy outside of the city for the last 20 years. It was only a matter of time before he came back to win over the Birmingham estate agents like he’s won over Solihull, Bromsgrove, Coventry and other places before.”

Comments

Seefax (14/04/2010 14:00:08)
Good to see HTFP obediently reporting TBD tittle-tattle…
Reeves desperately needs Bullivant to succeed in order to strengthen his own position against the Post.
So its nice to see you supporting him in his battle. Can’t think why

I see fax too (14/04/2010 14:32:14)
Oh ‘Seefax’ you are a cynical old goat. The story clearly says that Trinity is neither confirming nor denying the rumour…..so what can HTFP do except report “TBD tittle-tattle” as you rather patronisingly put it?!?!? As for HTFP supporting Marc Reeves….what the hell are you on about?????????????????

Mr O (15/04/2010 09:24:26)
All irrelevant and pointless and yet another prime example of owners/editors who have no clue about the modern world. Since when – in 2010 – have estate agents given a flying wotsit about the local rag?
Don’t they realise that 75% of all sales enquiries are now internet-driven?
Just give up….

Fencehopper (15/04/2010 12:43:45)
What a good old waste of money by TM. Those who were on the inside know that a project was worked on behind closed doors when Mark Dickinson worried about this very problem. Why not just take the covers off that rather than reinventing the wheel?

Reynard (15/04/2010 13:07:38)
That would be the Mark Dickinson who master minded the re launch and re design of the Brum Mail in 2005 then ? Was that a rip roaring success ?

iwozthere (15/04/2010 17:01:18)
Fair’s fair… It was a Mail Lite Mark Dickinson worked on the early plans of, not a Post Lite. Very different models. He was also around three MD-ships ago… Before Trinity had even announced it was selling the Midlands. That was before they decided not to; before they then sacked the then MD John Bills (who’d tried to buy it!); before they brought Steve Brown’s rescue and settlement team in (of which John Griffith was a part); before they then sacked Steve Brown (unbelievably); before they then settled on the aforementioned John Griffith as the MD for the future; and before bewildered editors Mark Reeves and Steve Dyson said “we can’t stand this directionless dictatorship from Canary Wharf anymore… We’re off”; and before the new regime axed the daily Post and executed the Mail overnight change (execution being the operative word!). ie: you’ve gotta take all the above into account when pondering what went right and wrong at the Post and Mail.