The Birmingham Mail today reinvented itself with a new name, a
radical redesign, new sections, seven new local editions and a huge injection of
extra pagination.
Publisher Trinity Mirror has invested in a major marketing
campaign to tell readers that there is now something new in the paper for
everyone... every day of the week.
The new ultra local editions are all based on geography to serve
widely differing communities across greater Birmingham and the city itself. This
follows extensive research among existing and potential readers, who strongly
backed a community reporting approach.
The editions are flagged prominently on the front page, with a
contents panel specifically for local news from within that area. Inside, there
is a consecutive four-page section in the front-end of each edition.
The design and structure of the Birmingham Mail - which has
dropped 'Evening' from its title, returning to the name it had until 1967 - has
been upgraded and modernised from front to back, including a bright,
magazine-style masthead.
Inside, a number of new or improved sections - including a
16-page sports pull-out on Mondays, and new 8-page Shopping, Family Life and
Travel sections on Mondays, Tuesdays and Wednesdays - give added value on every
day of the week.
The changes mean an extra 52 pages a week - with four of those
changing seven times a day in the new geographic edition structure.
The innovative changes in edition structure are a fundamental
departure from both the recent history of the Birmingham Mail and the general
trend of regional newspapers which have recently reduced editions.
A heavyweight media campaign supporting the relaunch will
include TV, press, radio, outdoor and online advertising, and a full menu of
direct marketing and promotional activity.
The Mail will have new vending boxes, vans and newsagent fascias
will be rebranded and uniformed vendors will be out in force across the city,
some using tricycles to take the paper directly to crowds and queues at events
in and around the city.
Editor Steve Dyson said: "Birmingham is changing fast and it's
time the Mail changed to reflect that.
"This relaunch is no tweak, and is more than just a modern new
masthead - it's a radical transformation of look, feel, content and structure
throughout the paper.
"Our strategy was to create several extra reasons to buy the
paper on any given day of the week.
"At the same time, we wanted to make sure that we were meeting
the needs of our diverse audience, really connecting with all the different
local communities that make up Britain's second city.
"By bringing in dedicated new editions, carrying truly local
news, we'll be able to do just that. Giving readers what they want - relevance,
real-life and, above all, an essential read."
John Bills, Regional Managing Director of Trinity Mirror
Midlands, said: "This is a major investment that reflects our belief in and
commitment to the new Birmingham Mail.
"We have a great team in place at the Mail, and they're
absolutely determined to deliver a superb paper for our readers and a bigger
audience for our advertisers.
"The reinvention of the Birmingham Mail was a collaborative
effort involving executives and staff from across Trinity Mirror - a real
example of how our size can be used to great effect on specific
projects."
