It was launched in May 2011 by Staffordshire Sentinel News & Media, part of the Local World media group since the merger of its former owner, the Daily Mail & General Trust‘s regional publishing arm, Northcliffe Media, with Iliffe News & Media at the end of 2012. It replaced their earlier weekly freesheet title for the area, the North Staffs Advertiser series, and has a much-reduced distribution – a single edition whose circulation is little more than a quarter of the total of its predecessor’s four editions. It’s also slightly thinner. On the other hand, it’s now available at pickup points in supermarkets as well as being distributed to households.
The editorial offices are collocated with Local World’s paid-for title for the area, The Sentinel, and are in Stoke-on-Trent. Both newspapers used to have their web presence through Northcliffe’s thisisstaffordshire.co.uk website, but now share a dedicated “publisher-branded” website for The Sentinel which went live on 18 September.
It comes out on Thursdays.