STAR SPOTTED OVER BIRMINGHAM

05-01-2010

The Express and Star has just relaunched its Birmingham edition. Stirrer editor Adrian Goldberg welcomes the Black Country paper's re-emergence as a serious force in the Second City.

Firstly, a declaration of interest. As a columnist for the Birmingham Mail, perhaps I should regard the appearance of a rival E&S edition as unwelcome competition – but that’s not how I view it.

For one thing, it’s got to be good for the region to have competition for news. We have long complained on this site about the decline of West Midlands media, so it would be hypocritical to moan now that at least one media organisation is showing signs of aggressive expansion.

Then there’s the impact of the development on the Mail’s owners Trinity Mirror.

They’ve already switched the Post from a daily to a weekly, and are in the throes of converting the Mail from an evening to morning paper. The emergence of the Star, which has an enviable ability to break stories “on the day”, may just make them think again.

In any event, it will certainly keep the bean counters in Canary Wharf on their toes, and – hopefully – keep future production cuts to a minimum.

We should remember, though, that this isn’t the first E&S foray into Brum.

They used to have an office in Broad Street servicing the Chronicle series with a range of local editions in the north and west of the city – and there were sellers of the daily paper at the bottom of the Broad Street ramp, until they were axed a few years ago.

Traditionally, though, the Brum edition was fairly and squarely aimed at commuters heading home to the Black Country via bus or train. Now it appears that there’s going to be a more thorough-going attempt to appeal directly to a Birmingham readership.

In yesterday’s (re)launch edition, there was an interview with Mike Whitby, a couple of rehashed Council press releases and update on The Rainbow pub’s Raise The Roof campaign. Nothing amazing - but enough to suggest a distinct change of emphasis.

Where the Star really succeeds, though, is in its excellent grass roots news coverage – even if the paper’s editorial stance can sometimes make the Daily Express seem progressive – and until it builds up a network of local stringers and contacts Birmingham will always feel like an afterthought.

Readers who are drawn in by a Brum-based front page may also be disappointed to see a letters page boasting contributions from Wednesfield and Willenhall, rather than Acocks Green or Erdington.

Then there’s the vexed issue of football. The E&S has traditionally covered Villa well – the club is well supported in the Black Country – but Blues (whose fan base is much more concentrated within the city boundary) have always been their lowest priority.

That simply doesn’t make sense if you are trying to reach out to ordinary Brummies who are just as likely to follow Small Heath as the other lot from Aston.

Don’t write off the Star though. It has started edging its newsagent distribution network into areas of Birmingham bordering the Black Country such as Harborne, and with highly regarded former Mail MD Steve Brown having switched sides, a serious competition for readers can be expected.

Let battle commence.

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