Liverpool’s Daily Post will next week unveil what it is calling the biggest relaunch in its 149-year history.
The paper has a new masthead which reintroduces the word “Liverpool” to the name for the first time in 25 years and the page count has been increased every day of the week.
As well as increased news coverage, the new sections include: Post Match, a sports supplement every Monday; Golf Northwest, a new section on Tuesdays; a luxury consumer and style guide called Retail Therapy on Thursdays; and a leisure supplement called Box Office, going out on Fridays.
Editor Jane Wolstenholme said: “These are exciting times for Liverpool and the surrounding region and this is absolutely the right time to be investing in a paper like the Daily Post.
“We have approached this project with a real desire to be radical wherever it was necessary.
Daily Post design editor Gary Bainbridge said: “I’ve approached this redesign as if I were designing a completely new newspaper, with a 21st century style and sensibility, rather than just freshening up the look of an old paper.
“Most redesigns aim to give the paper a new lick of paint. With this one, we’ve knocked the whole house down and rebuilt it brick by brick.”
The Post’s most recent ABC figure was 20,048 and it is targeted at more affluent ABC1 readers. It is the sister paper to the bigger selling Liverpool Echo, which is also owned by Trinity Mirror.
A 10-strong tricycle-riding sales force has been recruited to sell the paper from Monday. The vendors will hit the city centre from 7.15am.
Wolstenholme explained: “We didn’t want to simply polish up our existing editorial package; we wanted to scrutinise every element of our operation. That meant looking at the methods we use to sell the paper and how they fit in with the lifestyles of our ABC1 readership. It meant looking hard at our marketing proposition, and, editorially, it meant being prepared to present our readers with an entirely different package from the one they are used to.”
The tricycle-riding paper sellers are all new recruits and will be stationed at strategic points around the city centre – moving around as necessary.
The relaunch comes a year after the Welsh edition of the Daily Post was split from the Liverpool edition.
One year on, Trinity Mirror claims the Post in Wales is its best performing morning paper in terms of circulation, having drastically reduced its rate of sales decline.