Newcastle morning paper The Journal is seeking to boost circulation by offering its readers “seriously good news”.
New features include My Country, which looks at beauty spots and places to visit; Our School, where schoolkids have their say; an expanded Voices of the North letters page; a daily photo feature called Views of the North; and a Website of the Week section.
The paper has also introduced features called Statue of the Week, Me and My Wardrobe and Under Fire, a series of articles written by unpopular figures such as traffic wardens.
The changes follow The Journal’s appointment of former Trinity Mirror editorial development manager Brian Aitken as editor in November.
The company has launched a major promotional campaign including a £40,000 cash giveaway in conjunction with the Newcastle Building Society.
The Journal’s latest six-month ABC figure is 43,233 compared with 45,059 a year ago and 51,936 five years ago.