Current Publishing, Maine’s largest weekly newspaper company serving nearly 40 communities in southern Maine, has announced expanded coverage in the Sebago Lake region, as well as changes in distribution designed to put its newspapers in the hands of more readers.

The newspaper company was founded in 2001 when it launched the Current, covering Scarborough, Cape Elizabeth and South Portland. The company purchased the American Journal in Westbrook in 2002, and has since purchased or started six other weekly newspapers in Cumberland and York counties, reaching more than 200,000 readers from Gray to Biddeford. In addition, the company offers the latest in local, regional and statewide news and information online at www.keepmecurrent.com.

Beginning Sept. 13, the company’s redesigned Lakes Region Weekly newspaper will be expanded to three broadsheet sections and will provide local coverage to communities from Gray to Bridgton, including Windham, Standish and Raymond, which formed the core of the newspaper’s former coverage area. It will include local and community news from the Gray/New Gloucester area, formerly served by The Monument, which was purchased by Current Publishing in 2006.

“The lakes region has seen significant growth in the past few years and we think it deserves its own regional newspaper offering the best in local news, entertainment and sports coverage,” Lee Hews Casler, publisher and owner of Current Publishing, said this week. “Many of the lakes region residents have connections to the greater Windham area, which has emerged as a hub for shopping and employment. So it makes sense to tie it all together with a larger, more comprehensive publication, including expanded arts and entertainment coverage,” Hews Casler said.

The Lakes Region Weekly will be distributed free at more than 250 locations throughout the region, and mail subscription will be available for a nominal fee, Hews Casler said. The Lakes Region Weekly will increase its distribution to 15,000 copies weekly to reach more readers and provide more value to advertisers.

“I think paid circulation is quickly becoming extinct – readers have too many options,” Hews Casler said. “Our job is to get the papers to as many readers as possible, and I’m thinking we should only charge them for it if they want the convenience of home delivery,” Hews Casler said.

The new distribution model will be rolled out in September, in two other markets served by Current Publishing.

Beginning Sept. 13, the Current will be distributed free at more than 150 locations throughout Scarborough and Cape Elizabeth. In addition, the newspaper will be mailed free to every household in South Portland to introduce residents to expanded coverage of the city, and will be available at dozens of locations throughout the city.

“Our readers in Scarborough and Cape Elizabeth have come to depend upon the Current for the news and information they want and need. The newspaper will now be available free everywhere they are, whether it’s in the local supermarket, convenience store or pizza shop,” Hews Casler said. “We think the change in distribution better matches our readers’ lifestyles and we will ultimately get the newspaper into more hands,” Hews Casler said. The Current will distribute more than 15,000 copies weekly, Hews Casler said.

The same distribution model will be launched Sept. 13 with the company’s redesigned Sun Chronicle, which serves Saco, Biddeford and Old Orchard Beach. The Sun Chronicle has been redesigned from a broadsheet to a tabloid-sized newspaper, Hews Casler said, sharing the same format as the company’s other newspapers in York County. The Sun Chronicle will be distributed free at more than 150 locations throughout the three communities it serves.

“The redesigned Sun Chronicle will feature a bold, new, magazine-style cover story and will include expanded arts and entertainment coverage, along with the same in-depth local and community news our readers have come to expect from us,” Hews Casler said.

More than 15,000 copies will be distributed weekly throughout the three towns.

Current Publishing is based in Westbrook, with offices in Saco. For more information call 207-854-2577 or email lcasler@keepmecurrent.com