A local newspaper group on Merseyside is aiming to cash in on a recent series of newspaper mergers by launching a new title.
However the rival Champion Media Group is launching the Bootle Champion on Wednesday in a bid to capitalise on the move.
It already publishes the Aintree & Maghull Champion along with the Crosby & Litherland Champion and says the addition of the new free title will give them a combined circulation of 69,591.
Champion Media Group managing director Betty Drummond said: “We still believe passionately in the value of local newspapers and the vital role they play in supporting the local economy.
“When a business wants to reach local customers there is nothing in this world that can match a local newspaper delivered with consistent reliability into every home every week’
The group says the launch of the Bootle Champion will secure its position as the largest independent newspaper publisher in Merseyside and West Lancashire.
It also publishes titles in Southport, Formby, Ormskirk and Skelmersdale giving a full circulation of 166,540 across the region.