A free weekly newspaper in Greater Manchester is more than halving its print and moving to the pick-up model of distribution.
The Trinity Mirror-owned Oldham Advertiser was previously distributed free to homes and businesses in the town, with an average weekly circulation of 55,883 according to the last full set of ABC figures.
However the paper is now “realigning” its distribution model with most of the copies available as pick-ups at supermarkets and the print run reduced to around 24,000.
The title is also moving from 100pc free to part paid-for, with copies available for 75p in selected newsagents.
The Advertiser underwent a radical relaunch last year which saw it adopting a poster-style front page and a digest of the week’s major stories on page three.
Steve Anderson-Dixon, managing director Trinity Mirror North West, Manchester and North Wales, said: ‘Following the relaunch, the Oldham Advertiser’s ability to attract readership and drive response has improved enormously and to better serve a target audience for advertisers we have simply realigned our method of distribution.
“We have deliberately reduced the number of copies we delivered door to door and have introduced an active pick up model in supermarkets and areas of high footfall.
“We have reduced the overall number of copies but invested in increased pagination to improve the overall reading experience with more news, pictures and local facts. In addition, we anticipate our reach will be even greater with the imminent launch of the free e-edition.”
At the time of the relaunch last May, the company said it had “thrown out the rule book” for newspaper design.
It said the paper had been redesigned with “a bold, forward-thinking approach aimed to attract a new generation of readers and advertisers.”