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Welsh daily to give away 5,000 copies in circulation drive

Wales’s national newspaper the Western Mail is to give away up to 5,000 copies in Swansea as part of a new circulation drive.

The initiative, to be launched in the next month, will see the flagship daily move to a part paid-for, part-free distribution model in the city.

It will see up to 5,000 copies of the Mail distributed in the city centre on Thursdays and Fridays each week.

But the move could spark a circulation war with Local World, whose Swansea-based paid-for South Wales Evening Post is now the biggest-selling daily paper in the principality.

Trinity Mirror has declined to comment publicly on the move.

However one insider told HTFP the move was part of a circulation drive targeting Swansea city centre which would be allied to more in-paper coverage of the city.

According to the last set of ABC figures, the Mail currently has an average daily circulation of 25,435 across the whole of Wales.

The Post has a circulation of 36,623, almost all which are sold in and around Swansea.


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  • February 4, 2013 at 2:27 pm

    A desperate attempt by the Cardiff paper to venture into the heartland of the local Swansea paper that sells more copies a day in their area than the Western Mail does in the whole of Wales – perhaps they should refocus their attention and save the planned extrra costs to protect jobs that they are potentially making redundant

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  • February 5, 2013 at 4:09 pm

    People may be interested to know that the ‘Swansea’ Evening Post is printed in Cardiff by the Media Wales (Western Mail) press.
    The Evening Post is only available in South West Wales and the Western Mail is available all over the Principality
    Trinity Mirror (Owners of Media Wales) now own a significant share in the ‘localworld’ company that owns the Evening Post.
    The Western Mail gives the Swans a bigger presence in the paper than the Evening Post with a 4 page pull out after every Swans match. The Evening Post didn’t even have the result of an evening match recently because they had to go to press too early.

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