As a new era dawned in Birmingham with the relaunch of the city’s oldest newspaper the people responsible for the new look promised an exciting package for loyal readers.
While business leaders, city council chiefs and workers casts their eyes over the compact new format, The Birmingham Post’s team were preparing the second edition of the famous brand’s revamped image.
Editor Marc Reeves vowed that a new, business-driven agenda would give those who make their living in Birmingham the inside track on industry successes and the challenges faced across the Midlands during the global economic turmoil.
To cope with the changing demands of the media market, an array of web-based platforms will be used to bring up-to-date news to supplement in-depth analysis in print.
Development editor Joanna Geary said the first mobile phone-specific website for a regional paper was about to be launched by The Birmingham Post.
Behind the scenes, an attention-grabbing marketing campaign including television adverts will ensure the brand’s presence across the city and the Midlands.
Mr Reeves said: “We have had great feedback from readers, customers and contacts alike and is really hitting the mark we intended with young professionals and business people across the region.
“Although we have always been regarded as a business newspaper, we are now putting it at the centre of what we are doing and making sure it is a comprehensive resource for anybody who works in the city.
“That couldn’t have come at a better time in terms of the new challenges being faced by the region’s economy and the need for best practice and success to be reported and analysed.”
Mr Reeves said that the high standard of journalism which The Birmingham Post has delivered across three centuries would be replicated on web-based platforms.
Ms Geary will co-ordinate the title’s sites at www.birminghampost.net as well as developing a presence for The Post through “twitter” channels and social networking sites.
“There has been a huge change in the media market place and we are not only reflecting that, but making sure that we lead the way,” she said.
“We are looking forward to becoming the first regional paper with a dedicated mobile phone site which will allow our readers to keep informed regardless of where they are.”
News of the relaunch has been beamed into millions of homes across the Midlands with television adverts aired during the break on the News at 10 on ITV. The adverts will continue over the next two weeks.
They form part of a huge city-wide campaign which will target commuters at transport hubs, taxi ranks and even coffee shops.
Mandy Brain, head of consumer marketing for BPM Media, The Post’s parent company, said: “The public are going to see a clear and rebranded image.
“The marketing strategy has been designed to target our core audience.
“By using everything from TV adverts to coffee clutches at outlets throughout Birmingham, we are confident that we will reach the business people and young professionals the title is aimed at.”