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Trinity Mirror’s Ultra-Local Strategy Attracts New Advertisers, Editor Says

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If the Teesside Evening Gazette is anything to go by, Trinity Mirror’s (LSE: TNI) strategy to localise its network of regional newspaper sites down to post code level could prove a commercial success. At the same time as its reversing its individual newspaper brands out of their aggregated “ic’ identities, the publisher is launching a gamut of ultra-local sites for each, comprising blogs, local reporting and user-generated content – in the case of Gazette Communities, some 23 extra sections covering individual suburbs in the north-east.

Gazette editor Darren Thwaites, speaking at the Society of Editors Scotland conference (reported by Press Gazette):