The new-look Birmingham Post -- dropping "The" from the title -- features a new masthead, layout, size and a greater focus on business news, all to be unveiled with a major marketing drive including TV and press advertising by Trinity Mirror's marketing agency WARL.
The TV and press drive, bought by John Ayling & Associates, will feature the words: "All new Birmingham Post. Compact, concise, connected" which highlights Birmingham Post's new focus on a younger readership of 25- to 44-year-old business professionals.
Birmingham Post will include targeted daily sections, with an enhanced business focus and a size shift from broadsheet to compact. The new layout will feature bite-sized news items with additional extended analysis of important issues.
The two-week TV campaign breaks on October 19 with 30-second commercials, the day before the newly-designed paper hits the stands.
The TV drive will be supported with digital displays on Birmingham New Street and Birmingham International mainline stations, taxi banners, press ads and online work. There will also be a drive to encourage readers towards the affiliate website.
Marcus Willox, chief executive of Warl, said: "Birmingham Post has always been a vital part of Birmingham life and it's good to see the paper responding to the needs and demands of a 21st century city.
"In today's climate, every major regional newspaper has to evolve and adapt -- this new focus on younger, business readers is a major shift which gives Birmingham Post a unique edge."
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