THERE is no getting away from it. The rise in jobless figures for York and the surrounding region is alarming. The mounting numbers of those claiming unemployment benefit make for gloomy reading – even if they are in line with the general state of the economy.

And the cold statistics only tell part of the story. For behind the figures lie human stories of hardship faced by those having to look for work in such difficult times. No industry is immune from the effects of the downturn, and we can only hope the economy begins to pick up soon.

Even with more bad news arriving on jobs, there are still reasons to remain optimistic about York’s longer-term future. This is the very reason why we have launched our York Means Business campaign.

In these hard times, York still has a good story to tell and a sturdy business case to make. Today’s news may be bleak, but while some jobs are lost others are being created.

Not everyone who has lost a job will find another straight away, yet it is worth noting that some businesses are still growing and looking to take on employees.

In bleaker days, it is even more important for York to retain its buoyancy and self-belief.

The city contains many contrasting industries, each with their own strengths.

We still have to get over the message that this is a vibrant and lovely place to live – and a great city and region in which to do business.

Such talk will probably not impress someone who has lost a job and is now looking for another.

Yet York has to steer through these tempestuous times and emerge fighting fit for when the economy revives – and one of the ways in which the city can achieve this is by sending out the right confident signals.

But we concede that these are still difficult times for those who now find themselves out of work.