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If Print’s Goal Is To Maintain Readership, Then The Manchester, UK, Experiment Seems To Have Worked, But They’re Giving Away Twice The Number Of Papers They Had Planned On
Philip M. Stone March 4, 2008
Over the past couple of years ftm has kept a close watch on two regional UK newspapers that took different approaches to stem drastically falling circulation – the Manchester Evening News that embarked on new marketing ground by giving away 50,000 issues downtown while maintaining sales in the suburbs, and the Birmingham Mail that went through a complete relaunch concentrating on local news, and enough time has now passed to see what worked and what didn’t.
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