Digital brand looks to publish print editions

MIDWEEK PAPER FRONT JAN 20PerthNow, the website companion to News Corp Australia newspaper The Sunday Times, is looking to publish mid-week newspapers prior to long weekends during 2016.

It distributed its first edition yesterday – with its centrepiece a guide for Western Australians to the Australia Day holiday.

Fifty thousand copies of the 40-page paper were delivered across the CBD mid-afternoon, to commuters, residents, and businesses.

It included a mixture of breaking news from Perth and Western Australia, as well as national and international reports, regular content from The Sunday Times, such as lifestyle content and food sections, and several pages of sport.

Deputy editor of The Sunday Times and PerthNow Anthony De Ceglie said the print edition was an opportunity to leverage PerthNow’s strong brand.

“It’s the number one news website brand in WA,” he said. “It’s quite a remarkable feat for us, considering we’re a Sunday newspaper, and we only come out once a week.”

The free newspaper was funded by several of PerthNow’s commercial partners, with IGA being one of its major sponsors.

The paper was also distributed to several IGAs in Perth, including IGA, CBD; Northbridge Supa IGA; and East Perth IGA, Leederville.

Although this was the first mid-week edition for PerthNow, it was not the first time it distributed a mid-week newspaper.

Its first mid-week print edition was distributed in December 2010, with other papers published sporadically.

“When we’ve done them, they’ve been very popular and have generated a lot of talk in the community, and commuters loved them,” Mr De Ceglie said.

“We try to make it as punchy as possible, and write about what people would normally be talking about that day, and add to that conversation.”

The last edition was distributed in May, 2012.

“There’s a lot of doom and gloom about the newspaper industry, so to be able to put out what we consider a new product into the market is pretty exciting,” Mr De Ceglie said.

If the paper is successful, PerthNow may consider putting out a regular weekly mid-week print edition, but there are no immediate plans to do so.

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