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July 29, 2009

Trinity revamps its Cardiff free paper

By Neil Vowles

Media Wales, Trinity Mirror‘s division in Wales, is to replace its free weekly newspaper the Cardiff Post with Echo Extra from mid-August.

The new Echo will be delivered to a smaller distribution area than its predecessor with a higher concentration of deliveries in the suburbs of Whitchurch, Llandaff, Cyncoed and Rhiwbina.

A spokesman for Trinity Mirror told Press Gazette no editorial cuts would come as a result however changes in distribution patterns may lead to some delivery job losses.

The paper will be distributed to 52,000 households to complement the six day a week paid-for South Wales Echo.

Mike Hill, editor of South Wales Echo and Echo Extra, said: “The new Extra will hold the same brand values as the South Wales Echo which has established itself as a trusted and responsive editorial and advertising vehicle over more than a century.

‘The Extra, with its fresh design which closely allies it to the daily title, will carry significantly more news, features and sport than the Post.”

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