Loot in line for £1m relaunch

Small ads newspaper Loot is undergoing a £1m relaunch to counter falling circulation and competition from the internet, writes Dominic Ponsford.

The paper, which comes out Monday to Friday in London, employs about 30 subs and other production staff and two editorial writers.

It was launched in 1985 and was taken over by Associated Newspapers three years ago. The relaunch includes a redesign of the paper, a revamp for the website Loot.com and extensive marketing.

Managing director Claire Payne said: “In our marketplace, circulation is in long-term decline. Titles such as Exchange & Mart and Adfinder are all in long-term decline.”

She said Loot “hasn’t been loved” for about five years and that the relaunch would carry on from the work of a partial rebrand in 2001.

The relaunch is also intended to help the paper compete with auction website Ebay.

Loot is also published in Manchester, Liverpool, Essex, Kent and Surrey. It publishes small ads for free, but has a £1.50 cover price.

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