The team behind abortive plans to set up thrice-weekly newspaper in a seaside town has launched a monthly magazine in its place.
Scarborough seemed set for a good old-fashioned newspaper circulation battle last year after Johnston Press-owned daily the Scarborough Evening News went weekly.
Shortly afterwards, plans were unveiled for the launch of a new thrice-weekly newspaper called Scarborough Voice, with a potential March 2013 launch date.
However the Scarbrorough Voice team decided to scale back its plans and has now launched the title as a a new free magazine with a print run of 15,000.
The new A4 title replaces the monthly Scarborough Advertiser, which appeared in A5 format and was mainly advertising-led.
Editor Steven Thurston said the decision had been taken to focus on good news stories in order to present a positive view of the town.
He told HTFP: “This new publication is going to concentrate on the best of Scarborough, with positive news and events that are coming up in the local area.
“The initial reaction has been overwhelmingly positive for this new publication, and I see it going from strength to strength in the months and years to come.”
The magazine will be distributed free to the residents and businesses in Scarborough.
Last week’s ABC figures showed that circulation of the Scarborough News, having peaked at 16,736 after its weekly relaunch, is now down to 14,806, although that is still significantly more than the 9,914 it was selling as a daily.
Also fighting for readers in Scarborough is former SEN sports reporter Pete Spence who plans to launch a new independent weekly title for the town in the coming months.