Trinity Mirror's Liverpool Daily to switch from daily to weekly circulation beginning in 2012, will continue daily news updates through its website; transition to eliminate about six editorial roles

LONDON , December 5, 2011 (press release) – Trinity Mirror North West and North Wales has announced that the Liverpool Daily Post is to switch from daily to weekly frequency in the New Year.

The new weekly newspaper is to be published every Thursday and will deliver over 100 pages a week with particular emphasis on its traditional core content of business, sports, the arts and politics. In addition it will continue to provide daily news updates through its website

Post Editor Mark Thomas said today: ''We are lucky to be custodians of one of the great brands in journalism and we've been serving our city for 156 years. This change sets us up to serve it for the next 156 - in print and online and through whichever channels readers seek to receive it.''

Journalists are beginning work on dummy designs for the new product which has 'The Liverpool Post' as a working title.

''We've just completed research which proves yet again how much people like and want our current content mix,'' Thomas explained.

"However, we appreciate that the world is changing and people's buying habits and news consumption requirements are very different.

''There is clear evidence that a bumper Post once a week, full of high-quality news, views and analysis, will be better for readers and a more appealing vehicle for advertisers.

''This move enables us to maximise brand potential in what are extraordinarily challenging times for the media industry and for business in general.''

Thomas added: ''We realise there will be many Post followers who will still want a daily update on the news. We will make sure that they get that through our website which will update all news with our usual special emphasis on business, sport, the arts, and politics.

''We are also working on exciting new plans for developing the website further.''

The move from daily to weekly publication is expected to result in the loss of approximately six editorial roles from the title's Liverpool newsroom.

The change has no impact on the Liverpool Echo, which will continue to serve the needs of readers and advertisers across the city on a daily basis.

In a separate move the company has also announced that its free Liverpool weekly titles - The Bootle Times, Merseymart (South) and Star (Anfield & West Derby plus Maghull) - are to be merged into two new community newspapers - The Star and The Merseymart. These two new editions will be carried to the market within the Tuesday edition of the Liverpool Echo.

Managing Director of Trinity Mirror North West & North Wales, Warren Butcher, said: "We recognise that the proposed changes are fundamental and that they affect long-lived and much-loved brands".

''However, a change in approach is vital. Our business has been built on the ability to be proactive and to continually adapt our portfolio to reflect market conditions and changing consumer trends. We are convinced these changes will strengthen and add greater relevance to our portfolio in the long term and in turn improve the service we provide to both readers and advertisers."

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.