Included in the wide-ranging plans is the introduction of a part-paid part-free Friday edition with free distribution of 50,000 copies of the newspaper in high footfall areas of the city centre.
Other initiatives include the launch of a tablet e-edition and further improvements to its recently redesigned website.
The bumper Friday edition of the paper will include sections aimed at complementing city life, including where to eat and shop, what to wear and what to do. A newly-designed what’s on pull-out, called Friday Live, has also recently been launched and features comprehensive listings, events news, film, music and theatre reviews, city centre attractions and contributions from readers.
Also included is a revamped property supplement including a special section on city lettings, plus a comprehensive sports section with weekend previews, comment and fans’ views.
Across Monday to Saturday the Birmingham Mail upgrades will include:
• Extended local news and sport coverage, including more grassroots content.
• More family-focused sections including topics on health, education and consumer.
• A revamped Saturday edition with a brand new TV magazine and leisure section.
David Brookes, editor-in-chief Trinity Mirror Midlands, said: “I am really proud of these new initiatives for the Birmingham Mail – a lot of dedicated journalists have worked hard getting the content and style just right. Whether its online, on mobile, in print or in e-edition format, I believe that the Birmingham Mail’s journalism will better represent the dynamism and diversity of our great city.”
Simon Edgley, managing director Trinity Mirror’s Midlands, said: “The content upgrades coupled with initiatives like the part-paid, part-free strategy for the Friday bumper edition will inject a new vigour to the Birmingham Mail. There is real creative edge to our approach and we have already been hugely encouraged by the feedback from advertisers as we continue to develop the Birmingham Mail’s appeal to new and existing audiences.”
