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Trinity takes on JP in Edinburgh heartland

Trinity Mirror is continuing its expansion in Scotland with the launch of its second new title in the space in two months.

The newspaper publisher launched its new free paper Aberdeen Now as an insert inside the Daily Record in April, in the heart of rival DC Thomson’s patch.

Now it is launching a similar product in Edinburgh, the heartland of Scotsman and Edinburgh Evening News publisher Johnston Press.

Edinburgh Now will be free each Wednesday inside the Record and will also be available as a free-standing product in shops.

A statement by Trinity’s Scottish subsidiary Media Scotland said the new paper would “showcase the best of Edinburgh – the arts, business, columnists, sport and, of course, the people.

Editor in chief Allan Rennie said:  “This is another exciting launch for Scotland’s leading print and digital publishers.

“Edinburgh Now will offer a distinctive voice in the city, one which supports local communities and businesses.

“Our business, arts and sports sections will reflect the very heart of Edinburgh life.”