The Sunday News & Echo appeared for the first time in Yorkshire newsagents last week, with promises from owner David Sullivan, that it would be an “old fashioned family newspaper” (Newsline 2/9).
The paper was launched just weeks after Mike Glovers Yorkshire on Sunday, which started out as a success but rivals now claim that circulation has fallen and critics are wondering how yet another paper can survive in the same playing field.
However, none of this pessimism had any effect on the glitzy launch of the News & Echo, which arrived in true ‘Sport’ style on Sunday.
The front page story of the “old- fashioned family newspaper” was a world exclusive of the Yorkshire Ripper’s secret diaries, certainly in-keeping with the local image of the paper. Sullivan’s promise that it would not resemble his Sport newspapers in any way is true to an extent but at times certain likenesses shine through.
Sport, the activity as opposed to the paper, is a main feature of the News & Echo and this is where rivalry could begin with Yorkshire on Sunday. It is believed amongst publishers in the region that those who would buy a paper for the sport would also favour the type of news stories that the N&E provides.
Features in the first issue included a look through the keyhole at Jim Bowen’s ‘Sunday morning’, Cyril Smith reviewing politics and the royal family, a ‘Snap’ page with photos of local events and celebrities, teenage and childrens’ sections and a range of entertainment, TV and features of local interest.
Out of 64 pages in the paper only 10 pages take up display advertising, amongst these are Coldshield Double Glazing, Airtours and Home Owners Advice Centre. There are no colour advertisements in the first issue and 5 pages of classifieds.
The appeal of the paper is that it adheres to the regional theme but adds a national flavour to the ingredients. It is obviously not meant to be in the same vein as the Yorkshire on Sunday but makes no pretensions to be so. There is little ‘real news’ contained within the 64 pages but it is packed with tabloid-type snippets which will appeal to a vast percentage of tabloid fans.
Sullivan is planning to nationalise the paper if it is successful, but for the moment it is a true regional paper, as the editor, Tony Liversey put it; “We are written in the North, printed in the North and staffed by Northern lads and lasses….Southern wallies who think Jimmy Hill is part of the Pennines are no longer judging what is important to you.”
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