Birmingham Mail scores with special edition on Premiership promotion

The Birmingham Mail pulled out all the stops to produce a special edition celebrating the promotion of Birmingham City FC to the Premiership this weekend.

Mail journalists worked over the weekend to report the Blues' win over Sheffield Wednesday and Derby's loss to Crystal Palace on Saturday.

At 3.30pm a full shift of journalists, photographers and planners started a late afternoon shift to bring out the special paper, which included eight pages packed with pictures and reaction from ecstatic fans as well as a separate eight-page pullout section on the Blues' return to the top flight.

The paper was brought off stone early at 1am so that the first edition was available as soon as the shops opened.

Later editions were updated with live pictures of celebrating fans, while all editions of the Mail were boxed out by 17 per cent to meet the expected demand.

Editor Steve Dyson said: "When the Blues were last promoted to the Premiership in 2002, we experienced a 17 per cent sales uplift."

He added: "The team were ready and willing to make a huge effort to ensure that we enjoyed a similar experience this time."

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