Daily Record launches paid-for afternoon editions

The Daily Record is launching two afternoon editions targeting Glasgow and Edinburgh.

The move comes just a week after ABC figures revealed the Scottish Sun had overtaken the Record as the top-selling newspaper in Scotland for the first time in its history.

The new paid-for editions are to be called: Daily Record GLASGOW PM and Daily Record EDINBURGH PM – and will be on sale from 3pm at over 1,000 retail outlets.

According to parent company Trinity Mirror, more than 20 journalists have been recruited to the new editions. It said that this is the first in a planned series of new publishing initiatives for the Daily Record.

Some 50 new fixed site and “roving” sales people will be employed to target commuters with the new editions.

Daily Record editor Bruce Waddell said: “This is the first in a series of exciting new developments for the Record.

“Newspaper publishing is moving at the fastest pace ever and we have to adapt our newspapers to follow the reader wherever they may be.

“Daily Record PM is part of the evolution of the Daily Record, which already publishes a late night edition, editions for the north of Scotland, east of Scotland and west of Scotland, and also editions for England, Ireland and the Mediterranean.”

The launch is being headed up by Record deputy editor Murray Foote and Jonathan Russell – who is a former editor of the Paisley Daily Express and Scottish Daily Mirror.

Record MD Mark Hollinshead said: “The aim is to extend the Daily Record’s reach and influence to a wider audience in order to develop the newspaper’s appeal to readers and advertisers alike.

“All advertising carried in the main national edition will also be carried in PM. At the same time, we will be launching localised new advertising platforms.

“While the new editions will very much possess the personality, values and attitude of the main Daily Record edition, the content will be fresh, local and relevant to life in Scotland’s two biggest cities.”

Trinity Mirror chief executive Sly Bailey said: “In today's media environment the key to ongoing success is the ability to innovate, to adapt our approach in order to meet the changing requirements of our readers and advertisers.

"This move is everything you would expect of the pugnacious Daily Record team – bold, aggressive and innovative.
"Our newspapers face many challenges, but as the launch of Daily Record PM demonstrates, we do not intend to shrink from them."

In July, the Scottish Sun was 9,575 copies a day ahead of the Daily Record, with a circulation in Scotland of 393,953.

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