The first 60,000 copies of Norwich Extra were printed last week by Archant on a Goss HT70 machine. It replaced the Norwich Advertiser, which had a weekly run of 49,000.
The 56-page free newspaper targets affluent households with articles on shopping, home, gardening, eating out, entertainment and sport.
It has no website but will be backed by a multi-channel marketing campaign including bus, radio, outdoor and online pushes as well as through Archant’s own channels including Mustard TV.
The newspaper will be published every Thursday with recommendations on the upcoming weekend, edited by David Powles who also runs the Norwich Evening News.
Norwich Extra will be distributed to profiled households across the city and venues including coffee shops, health and fitness centres, hotels and waiting rooms.
Chief marketing officer Will Hattam said: “Although it's a reinvention, it is a new proposition: we have done lots of research and re-targeted it towards affluent readers where we feel there is a big market.”
Chief content officer Matt Kelly said: “This newspaper has a fresh look, reflects the vibrant community of Norwich and will enhance the weekend for shoppers and advertisers alike.”
Chief commercial officer Craig Nayman said: “The paper gives local and national businesses the ability to reach a highly targeted group of local consumers in the city.”
Archant is the fifth largest regional newspaper publisher and the largest publisher of regional and local lifestyle magazines and specialist magazine titles in the UK.
The company, founded in 1845 and with roots in Norwich, also runs digital media and marketing services including Mustard TV and mobile apps.