A new free weekly newspaper is to be launched next week in a Midlands town already covered by two daily titles.
However former Northcliffe sales manager David King believes the former mining town, which has a population of 40,000, should have its own dedicated title.
Now David has teamed up with former Johnston Press journalist Louise Birkett to launch the Swadlincote Post, with the first edition due to hit the streets next Friday.
The 24-page paper will have an initial print run of 10,000 and will be printed by Mortons in Horncastle, Lincolnshire.
David left his job as a sales manager at Northcliffe-owned Central Independent Newspapers in Tamworth where he had worked for the past eight years to concentrate on launching the title.
He said: “Seeing Swadlincote expand whilst I’ve lived here, I always felt that it could sustain a free, but never had the people around me or the investment.
“Eventually it all fell in to place and here we are a week away from press.
“We’ve had a huge amount of interest from the public and local business alike. Not only is Swadlincote one of the fastest growing areas in England, it is also at the heart of the National Forest.
“Swadlincote has a population of around 40,000 today and has never had a free title dedicated to the area. As a community it relies upon the Burton Mail for snippets of local news.”
The paper’s editor will be Louise Birkett, a freelance writer and former local press journalist who currently works mainly in internal communications.
Also joining the team is ad design/page planner Tim Madew, a self-employed designer who previously worked for the Satellite Advertising Agency.
In addition some local writers have been recruited on a freelance basis to write columns for the new paper.
These will include a finance column, a wildlife and education column, and a column covering sports and leisure.