A regional daily is set give more focus to entertainment in an upcoming relaunch in a bid to target “aspirational, confident and younger” readers.
The Birmingham Mail will put its revamped paper on sale for the first time on Monday, which will feature a new page two “guide to the city” offering 48-hour entertainment listings on a daily basis.
This will be coupled with the launch of a new ‘Wow Brum’ pull-out guide in each Thursday’s edition and a continuation of what its publisher calls the paper’s “celebratory and engaging” tone.
The relaunched paper will also feature a “more modern layout” and redesigned masthead.
Mail publisher Trinity Mirror said in an announcement today:: “Readers and commercial clients of the Birmingham Mail will notice a brighter more modern layout and a continuation of the celebratory and engaging tone the newsbrand has adopted.
“There will be a full series of new daily platforms which mark a deliberate and specific move to provide interesting and relevant content for the aspirational, confident and younger audience that makes up Birmingham’s diverse and expanding middle market.”
Editor-in-chief Marc Reeves added: “Hundreds of thousands of Brummies come to the Mail every month to find what matters to them.
“Whether it’s the latest football news and fan gossip, the big news story of the day, or the inside track on the latest bars in town, people know the Mail is where you go first.
“But we do more than just report on our city – we’re also the number one champion for the city. Our Pride of Birmingham Awards celebrate the very best of what makes Birmingham great – its people – and we stand up for Brummies too.
“Our fearless reporting and campaigning on everything from extremism in schools to the injustice of the Birmingham pub bombings show we will not shirk from holding the powerful to account.”
The new-look paper will be supported by a city-wide canvassing initiative.
The initiative will see 2,500 homes a week receive free sample copies of the new-look Mail and a follow up canvassing call offering a 13 week discount home delivery deal.