Changes to Liverpool Daily Post reverse circulation fall

The Liverpool Daily Post provided a rare success story from the regional daily press as editor Jane Wolstenholme reported sales up 4.7 per cent year-on-year following its March re-launch.

If these figures are borne out in the next round of six-month ABCs it would make the paper the top performing regional daily in the country.

Since June 1999 the paper’s sale had steadily declined from 23,524 to 19,669. The relaunch included a radical redesign, with a new masthead, 40 extra pages throughout the week, an extra supplement every day, heavier paper and the recruitment of a fleet of tricycle-riding vendors. It coincided with an 8p price increase.

Wolstenholme reported that surveys of readers had found 94 per cent describe content of the new-look paper as “good or excellent”.

She said: “Conditions locally have been absolutely ripe for this – Liverpool is undergoing a renaissance”.

Reports by Dominic Ponsford and Ian Reeves

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