Mail rated as 'inspiring' by its readers

A modern, inspiring and entertaining newspaper – that’s the verdict of its readers, claims the Birmingham Evening Mail, after the title’s successful relaunch last year.

Results from pre and post-relaunch research show that the Trinity Mirror title’s brand has never been stronger. The research, by The Marketing Works, monitored the views of regular and occasional readers and showed the February 2002 relaunch had successfully repositioned the Evening Mail.

“Last year’s relaunch aimed to deliver a new-look Evening Mail that was more modern, relevant and representative of the Birmingham population,” said editor Roger Borrell. “So we are delighted the research has shown the Evening Mail improved its ratings.”

The paper’s rating as modern and useful increased by almost a quarter, while over one-third believe it is entertaining – and almost twice as many rated it “inspiring”.

Sales of the Evening Mail in the last half of 2002, were down 5.6 per cent year-on-year to 114,346.

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