This new title will replace the two existing newspaper titles in the market place, The Harlow Herald and The East Herts Herald, which will cease to be published.
Business Development Manager, Jonathan Tewson, said: “Scene will offer a forward thinking and fresh look at the area of East Hertfordshire and Harlow.
“The content will be wrapped up in a package which aims to fuse the excitement and thrust of a newspaper with the glamour and comfort of a magazine, supported by the website and a mobile site.”
There will be four editions which will cover Bishop’s Stortford, Harlow, Hertford, Ware, Cheshunt, Hoddesdon and surrounding areas. It will create increased reader involvement by displaying a sharp news sense, contemporary design and deliver desirable and relevant content based on accurate information, analysis and opinion, says Archant.
Among the eight routes to market being utilised are: door-to-door, paid-for sales, free pick-up, hand-delivered to target customers at high footfall points locations, website, mobile site, a Business Delivery Service and availability from 41 Parish Council outlets in rural areas.
An initial 55,000 copies will be distributed.
Stuart McCreery, managing director of Archant Herts & Cambs, the division which will be launching the new title, said: “This project was born out of necessity. The economic and multi-media climate in which we operate was challenging us and we needed to find a new way to satisfy our customers and readers in a more engaging and attractive manner. The Scene series will serve a wide audience in an innovative way.
“Our sales and editorial staff are really excited about this launch and it is credit to them that we are able to bring such a fresh product to market in tricky times. I am sure readers and customers will like the format and the approach. ”
Paul Richardson, editorial director, said: “The impact of sister title Cambridge First – in a city which embraces innovation - has been well documented. This project is an exciting stage further, as it means the title will be available in many rural areas for the first time. The editorial team are buzzing with excitement about the new canvas and content concepts they can work with to engage with the communities they serve.”
Regional advertisement manager Jason Valentine said: “Research identified and supported the need for a change in the market place. Our strategy has been implemented to incorporate a distribution method that includes eight routes to market to service the needs of our readers and advertisers in such a diverse footprint.
“It is time for a change to keep up with the way that media consumption is rapidly changing, and I am extremely proud of the team in delivering such an exceptional new publication.”
This is Archant Herts & Cambs’ second new launch of the year, following on from the success of Cambridge First in to Cambridge in May of this year and the editor will be Barry Hunt.
Archant have recruited two extra editorial and three advertising personnel for the new brand, which will be based in the existing Stevenage office.
