The Birmingham (Evening) Mail and the Coventry Telegraph, part of the Trinity Mirror group, joined forces to launch 'Great Family Reads', a collection of 25 quality hardback books aimed at the whole family. The series includes titles for children as well as for adults.

"Not only did we achieve a 26% lift in circulation, but we are also raising revenue to contribute to the launch costs."- Sally O'Donnell, Head of Marketing for Trinity Mirrors Midlands-based newspapers-

The prime objective is to achieve an increase in circulation. To this end, the first title, 'Wind in the Willows' was offered to readers free of charge.