A newspaper explicitly aimed at ‘clever people’ has been launched in a North West town in a new reverse-publishing venture.
Macclesfield Today is a new fortnightly title that will be distributed free to around 12,000 homes in the Cheshire town and copies will also be available for sale in the town centre, priced £1 each.
The new title is the first print spin-off from the website Cheshire Today, which claims more than 200,000 unique users a month.
Publisher Martin Regan said in a recent interview that the title would be “a paper for clever people” and that there would be “no cats up f****** trees” in it.
Although the full-colour, 48-page paper will be fortnightly to begin with, Martin is planning to take it weekly in January.
It is being printed on heavier paper than is customary in the regional press and is unashamedly aimed at people with interests in art, literature, fashion, politics and sport.
Martin told the media website Prolific North: “We are creating a paper for ‘clever’ people. There will be no cats up f*****g trees coverage in our titles.
“Our arts and fashion coverage will exceed that of the best that the regional press currently produces.”
In the interview, Martin acknowledged that some will question his belief in print, but added: “The death of print publishing is, to paraphrase Mark Twain, greatly exaggerated.”
If the paper succeeds, it could herald further launches with Wilmslow Today and Knutsford Today in the pipeline for 2014.
It currently has eight full-time members of staff and several more working part-time.