Merseyside newspapers face new threat

A publishing company in Merseyside could make a further dent in revenue for the region’s newspapers as it launches a property title offering advertising at half the price.

Founder of Aintree Publishing, Anna Woodhams, told How-Do that her new fortnightly magazine On the Move, targeting ABC1 households in North Merseyside, aims to provide suffering estate agents with a single platform targeting large geographic areas.

She said: ‘The distribution was basically decided by the estate agents that we talked to. By advertising with us they can double the distribution and half the price that they’ve had to pay when using local newspapers. The idea is to start with this area and then roll the title out across Merseyside very quickly.”

Woodhams set up Aintree Publishing last year starting with the launch of Liverpool Lifestyle Magazine.

Woodhams admitted it was a ‘mad’time to be launching a property magazine, but said that if she can start the magazine in a recession then it will do well on the other side.

She said: ‘We have a better distribution and a more targeted and direct product than local papers, and, importantly, we’re cheaper.

“In many ways we couldn’t have picked a better time to launch. Somebody just needed the balls to go up against established players like Trinity Mirror… and that’s what we’ve done.”

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