Northcliffe axes two free weeklies

Northcliffe Media is closing two free weeklies next month after announcing the launch of a new Lincolnshire Echo edition.

The new edition, to be launched on 19 July, covers West Lindsey and promises to feature between 16-20 pages of news, information and sport covering the area.

Northcliffe said that since the Lincolnshire Echo switched from a daily to weekly paper in October it had ‘closely monitored’its free weeklies the Lincoln Target and the Gainsborough Target.

It added: ‘With the current ABC showing a 33 per cent increase on the previous average daily sale, the Echo is the best way to reach readers across the area.

‘With this in mind, the decision has been made to close both the Lincoln Target and the Gainsborough Target. The last issues will be published on 13th of July 2012.”

Echo editor Steven Fletcher said: ‘This is a great opportunity to grow the Echo’s readership.

‘Lincolnshire is such a large county that publishing a West Lindsey edition will allow us to do what local papers do so well – give ultra-local content to the area’s many readers.

‘It’s a positive move and we’re looking forward to it. The new weekly Echo has been well received and we’re trying to grow the business all the time. This is the latest step.”

The Echo was one of four Northcliffe papers that made the switch from daily to weekly last year.

According to the latest ABC figures, the Lincoln Target has a weekly circulation of 31,392, and the Gainsborough Target averages 14,468.

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