Gutter Press

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Wirral News Goes AWOL ,Wirral Life Goes Warhol

So farewell then Wirral News. As reported in the press trade papers it now finds itself in the gutter :

http://www.holdthefrontpage.co.uk/2017/news/publisher-cites-crowded-market-for-bi-weekly-closure-after-council-newsletter-launch/

http://www.pressgazette.co.uk/trinity-mirror-to-close-wirral-news-in-july-in-the-wake-of-council-newspaper-launch/

As we predicted a while ago , the writing was on the wall for this woeful rag a long time ago. Never more so than when Wirral Council launched the print edition of Wirral View. Whilst it won’t be missed , mainly because it appeared to have given up being a credible news outlet a loooooong time ago , it is a worrying development for Wirral’s independent press when publishers Trinity Mirror consider :

 “The Wirral marketplace has become increasingly crowded with free print products with now even Wirral Borough Council producing a monthly free print publication themselves.

“We believe that there is no longer a viable, scalable or long-term future for free/giveaway print products within the Wirral marketplace….. “

What made us want to snort with derision and shake our head in disbelief was the quote in the Press Gazette article from Wirral Council’s head of communications Kev ‘Lost Boy’ MacCallum :

 “We are disappointed to see a well-loved local title like the Wirral News close.
“For many years, we have seen its circulation reduce significantly and frequency fluctuate between weekly, monthly and recently bi-weekly.
“It’s been clear throughout this time that the title has been trying and struggling to find an effective place in the market where it could be competitive.
“We must make it clear however, there is no evidence whatsoever to suggest Wirral View had any commercial impact on the Wirral News.
“We have deliberately not sought to compete with the local media for advertising revenue, and we have ensured Wirral View is a completely different product to the existing local free-sheets…..”
Yeah right! – as we have previously reported Wirral View  have actively sought to compete with the local media for advertising revenue and it was an intention that was expressly stated by Wirral Council CEO Eric ‘Feeble’ Robinson! It’s just that they have been spectacularly unsuccessful in attracting any advertising. Well the last time we looked anyway, as we have still only received one print copy at Leaky Towers and we can’t muster enough enthusiasm to peruse the online edition.
However even keen Wirral View enthusiasts such as MacCallum and Robinson must know that its commercial viability in a crowded marketplace is under threat when even the Wirral Chamber of Commerce prefer to choose the June edition of Wirral Life for a glossy four page spread in the hilariously aspirational ‘premium lifestyle magazine’. We particularly enjoyed the beyond parody interview with Simon Nixon founder of Moneysupermarket.com ( don’t get us started on those Godawful TV ads) . The permatanned entrepreneur is asked :
Have you ever spent any time on the Wirral, what do you think of it? He replies:
I haven’t spent a lot of time on the Wirral but I think it’s beautiful – especially around Parkgate  and Caldy.
We’re just surprised he didn’t mention the delights of Birkenhead and how he enjoys drinking in Spud Murphy’s on Charing Cross before nipping over to the Pound Bakery for a pasty!
Chamber CEO Paula Basnett obviously feels more at home in this more upmarket publication. All dolled up in white lace we find her promoting this week’s Wirral Chamber Corporate Cup golf tournament ( you too can enter a team for £500+ !) , The Lauries and its recently launched @142 bistro and er , The Sheds at Pacific Road which apparently is the perfect place to ‘dream, dare,create and share’ and has ‘reignited the atmosphere of industrious innovation’ . Oh give over, love ,they’re sheds.
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The dreaded Davies duo scheme rather than dream! But doesn’t Gorgeous George look lovely in lilac?!

Talking of sheds another publication in the crowded media marketplace that has been brought to our attention is Wirral !nspirations .
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The summer edition features the illuminating article titled : ‘We shed some light on the man cave’. Among the helpful tips is the advice to  ‘ PRETTIFY YOUR SPACE’  – Hang some pictures – but before you put up the Playboy calendar up, remember your wife may occasionally venture into the  shed, unless you keep it locked  and ‘BE SIGNAGE SAVVY’  – put a ‘Man Cave’ sign on the door so the rest of the family understand this is your territory, and yours alone’ .
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Whilst mindlessly reading features on former Eastenders actor Larry Lamb , wedding dresses, sun cream, ukeleles, lawns, listed buildings and swollen ankles we felt as though we’d been transported back to 1953 . Nevertheless we still think Wirral !nspirations addressed our ‘information deficit’ more effectively than Wirral View ever could . What’s more it is rammed with advertising and therefore has obviously been more successful in attracting business than Wirral Council. So place your bets now as to which one of the two will go the way of Wirral News and be kicked to the kerb and into the gutter!