Daily Record PM to hit streets of Glasgow and Edinburgh
The Scottish Daily Record, the biggest selling Scottish daily
newspaper, is to launch two timed, geographical editions targeting the cities of
Glasgow and Edinburgh.
The new editions, Daily Record GLASGOW PM and Daily Record
EDINBURGH PM, will be on sale from 3pm each afternoon in over 1,000 outlets
across both cities.
Over 20 journalists have been recruited to the new editions and
will work from the Daily Record offices in both Glasgow and Edinburgh.
The editorial content of the new PM editions will focus
specifically on news, sport and entertainment in Scotland's two biggest
cities.
The PM edition will have a cover price and will launch in the
coming weeks. This is the first in a planned series of new publishing
initiatives for the Daily Record.
A team of over 50 fixed site and roving sales people
specifically targeting city centre commuter areas will also support sales of the
new editions.
Bruce Waddell, Editor of the Daily Record, said: "This is the
first in a series of exciting new developments for the Record.
"Newspaper publishing is moving at the fastest pace ever and we
have to adapt our newspapers to follow the reader wherever they may be.
"Daily Record PM is part of the evolution of the Daily Record,
which already publishes a late night edition, editions for the north of
Scotland, east of Scotland and west of Scotland, and also editions for England,
Ireland and the Mediterranean."
Heading up the launch team will be Murray Foote, Deputy Editor
of the Daily Record and Jonathan Russell, former Editor of the Paisley Daily
Express and Scottish Daily Mirror.
Mark Hollinshead, Managing Director of the Scottish Daily Record
and Sunday Mail Ltd, outlined the commercial objectives of the new venture: "The
aim is to extend the Daily Record's reach and influence to a wider audience in
order to develop the newspaper's appeal to readers and advertisers alike.
"All advertising carried in the main national edition will also
be carried in PM. At the same time, we will be launching localised new
advertising platforms.
"While the new editions will very much possess the personality,
values and attitude of the main Daily Record edition, the content will be fresh,
local and relevant to life in Scotland's two biggest cities."
Dave Lucas, Managing Partner of Mediavest Manchester, commenting
on the new launches, said: "The Daily Record is the premier Scottish newspaper
brand and the PM launch will certainly enhance response for advertisers by
targeting a new audience within those key markets."
Sly Bailey, Chief Executive of Trinity Mirror, parent company of
Scottish Daily Record & Sunday Mail Ltd, said: "In today's media environment
the key to ongoing success is the ability to innovate, to adapt our approach in
order to meet the changing requirements of our readers and advertisers.
"This move is everything you would expect of the pugnacious
Daily Record team - bold, aggressive and innovative.
"Our newspapers face many challenges, but as the launch of Daily
Record PM demonstrates, we do not intend to shrink from them."
