A regional daily is set to give away 50,000 free copies each week in a bid to increase readership across its city.

The Birmingham Mail has unveiled plans for a part-paid, part-free Friday edition which will have a free distribution of 50,000 copies in high footfall areas of the city centre.

It is one of a number of initiatives designed to increase readership of the Birmingham Mail and strengthen its editorial content.

The latest ABC figures for the first half of last year showed the Mail had a circulation of 42,252, which was down 10.5pc year-on-year, and the paper was then 95.2pc paid for.

Other moves by the title include the launch of a tablet e-edition and further improvements to its recently redesigned website.

The bumper Friday edition of the paper will include sections aimed at complementing city life, including where to eat and shop, what to wear and what to do.

A newly-designed Friday Live what’s on pull-out has also recently been launched and features comprehensive listings, events news, film, music and theatre reviews, city centre attractions and contributions from readers.
 
Also included in the Friday edition is a revamped property supplement which includes a special section on city lettings, along with a comprehensive sports section with weekend previews, comment and fans’ views.

David Brookes, editor-in-chief at Trinity Mirror Midlands, said: “I am really proud of these new initiatives for the Birmingham Mail – a lot of dedicated journalists have worked hard getting the content and style just right.

“Whether its online, on mobile, in print or in e-edition format, I believe that the Birmingham Mail’s journalism will better represent the dynamism and diversity of our great city.”

Further changes which will take place across Monday to Saturday are extended local news and sport coverage including more grassroots content, more family-focused sections including topics on health, education and consumer and a revamped Saturday edition with a new TV magazine and leisure section.

Simon Edgley, managing director of Trinity Mirror Midlands, said: “The content upgrades coupled with initiatives like the part-paid, part-free strategy for the Friday bumper edition will inject a new vigour to the Birmingham Mail.

“There is real creative edge to our approach and we have already been hugely encouraged by the feedback from advertisers as we continue to develop the Birmingham Mail’s appeal to new and existing audiences.”

Earlier this month, it was revealed that fellow Trinity Mirror title the Western Mail is to giveaway up to 5,000 free copies in Swansea as part of a circulation drive.

And the Manchester Evening News launched its part-free distribution model in May 2006, initially giving away free copies for six days a week but now just on Thursdays and Fridays.