The Trinity Mirror-owned Birmingham Post relaunches on Monday as a tabloid-sized, business-focused newspaper as part of a move by the publisher to stem declining sales and to monetize growing web traffic. The paper, and its sister titles the Birmingham Mail and Sunday Mercury, are going through a period of great change and are making 65 editorial staff cuts as they move to a new £7.5 million newsroom and a more streamlined, online-focused publishing system.

Reeves told paidContent that the paper had realized the need to shift its commercial attention online: “We have been very frank about what we need to do commercially: we need to increase our revenue across the site to follow the audience [growth]. We cannot carry on the way we are – just us we are telling journalists to see the brand that exists across all the platforms, we need to get advertisers to see that as well. The paper’s sales team is preparing packages for advertisers priced between £5,000 and £20,000 designed to be “as simple as possible”, including mixtures of print space, online ads, mobile ads and spots on one or more of the paper’s daily email alerts. The new-look Post, which is stopping its Saturday edition, will be targeted squarely at the city’s professionals aged 25 to 44.

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