A group of big-city dailies with a combined circulation of 1.5m are to be sold as a single package to advertisers in a ground-breaking venture.
Thirteen of the country’s biggest regional newspapers have been signed up for ‘The National’ – a combined sales package led by Northcliffe Media and Trinity Mirror.
It will see ads sold as a package to all 13 titles, making it simpler for national advertisers to use regional newspapers with a single order.
Other daily newspapers taking part include the Northcliffe-owned Leicester Mercury, Nottingham Post, Hull Daily Mail, Bristol Post, South Wales Evening Post and Stoke Sentinel, and Trinity’s Newcastle Chronicle, South Wales Echo and Birmingham Mail.
A new trading director, Richard Hayes, has been poached from Bauer Media to head the initiative.
Northcliffe chief executive Steve Auckland said: “This is a revolution in the way national advertisers can engage with regional media.
“I’m really excited by the whole package we’ve been able to gather for advertisers and with Richard’s experience and strong leadership this will help us deliver excellent results for all those involved.”
The National, which has been put together by the combined Northcliffe-Trinity sales house AMRA, boasts a combined readership of 4m which it says is 1m more than any single national newspaper title.
It claims a 52pc share of the UK regional press market and represents 13 of the top 20 regional daily titles in England and Wales.
Said Richard: “I am delighted to be taking on this role – The National represents a significant moment in regional press history and gives advertisers the opportunity to easily access huge national reach via an engaged local audience.”
Amra managing director Gary McNish added: “I am really pleased that we have been able to attract Richard to the role of Trading Director of The National. The proposition he is taking to market is not just unique and compelling but also hugely exciting.”