The Sunderland Echo has teamed up with local commercial radio station Magic to give radio listeners an opportunity to come up with headlines in a weekly competition.

Every Friday morning Steve Colman, radio presenter and Echo columnist, gives listeners a teaser from one of the day's stories, so that they can come up with a witty headline.

"It gives us chance to say what's in the paper that day and it's a nice way to work hand-in-hand with the station," said deputy editor Richard Ord.

Some of the entries are printed in Saturday's Echo and the Echo's editorial team decides if their headline or the listener's headline is better. As of now, the radio listeners are winning with a score of 11 to the Echo's 8.

"It's a great marketing tool and gets the readers' names in the paper," said Ord. "It's just for fun, no prizes, but it's causing much consternation among the subs.

Ord adds that the Echo plans on working with the radio station on many more projects.

Source: Hold the Front Page