Publication: Liverpool Echo
Owner: Trinity Mirror
What's happened?: Paper has relaunched
The growth of the internet and 24/7 news services has made for a difficult fight, but there are some regionals leading the way, ready and able to take on the challenge.
The rebrand of the Liverpool Echo is a significant move for the regional press sector. It is one of, if not the, most iconic media brands in Liverpool.
Since being founded 127 years ago, the Echo has represented the voice of Liverpool and reflected the community it serves. The new look should build on this brand strength.
The timing of the relaunch is ideal, not only for the city itself, which is approaching the end of a successful year as Europe's Capital of Culture, but also for the regional press industry as a whole.
It's good to see a newspaper addressing challenges and investing during difficult times. The paper is aiming to give readers an improved product and it's good to see this is not at the expense of pagination or the quality of community stories.
Significantly, the paper is introducing new daily platforms to address the interests of its readers - Echo Active (healthy living), Echo Homes, Planet Echo (green issues), Echo Real (style) and Education. Sport coverage is very important to Merseysiders and this section has also been expanded.
Seeing the Echo adapt to the times, it is easy to understand why it has one of the highest circulations of regional paid-for newspapers. Investment should ensure its product is a key media choice for advertisers.
The loyalty of readership is not in doubt, but now advertisers are being offered a fresh new-look newspaper that may improve the diversity of the audience.
What's good?
The paper is alert to its community.
What could be better?
We will know the answer to this once the format has been running for several weeks.
Would I book my clients into this?
Definitely.
Sue Davenport, associate director and head of press, MediaVest.