TO misquote Mark Twain, it seems reports of the death of the great British pub are greatly exaggerated.

We often hear gloomy tales of the demise of the traditional tavern and downbeat stories of more of them closing by the week, usually accompanied by photographs of desolate, boarded up taverns.

But a new report from the Office of National Statistics shows that while nationally the number of pubs is continuing to fall, there has been a marked increase in the number of people employed in the pub industry.

And the report has found that in South Lakeland, the picture is even rosier, because not only are around 1,500 people currently employed in the area's establishments as compared to 1,000 at the start of the millennium, but the actual number of pubs is also increasing.

According to the report, five more pubs are now operating in the area than in 2001, the total number rising from 135 to 140 in the last 17 years.

The picture is not quite so bright in neighbouring Eden, where there has been a 25 per cent fall in the number of pubs in the same period, while in Lancaster the number is down 17 per cent.

But South Lakeland is clearly doing something right, with Fylde and Blackpool the only local authority areas in the whole of the North West of England which are outstripping it in growth.

It's heartening news in these worrying economic times, but what is the secret of local licensing trade success?

"For us, it's a combination of good staff, a fine selection of beers and a friendly, relaxed atmosphere," said Ronnie Mullin, owner of the popular Factory Tap real ale bar on Aynam Road in Kendal.

Mr Mullin said the Factory Tap had no jukebox and provided only limited televised sports, and his clientele preferred it that way and he now had a steady flow of customers of all ages throughout the week.

He added that the range and quality of the beer he stocked was a major factor, especially in view of the boom in popularity of craft beers.

"We've got nine cask hand pumps and six keg had pumps, four of which now serve craft beers, and the market for these craft beers has really taken off."

Phil Walker, who is vice chairman of the Westmorland branch of the Campaign for Real Ale, reopened the New Union pub on Kendal's Stricklandgate last year, a move which has proved a great success.

He agreed that specialist beer market was a key factor, but pointed out this was one of many changes the pub market had undergone in recent years.

"There's a great demand for craft and specialist beers these days, and the number of craft breweries in the area shows that," he said.

Mr Walker added that when the laws governing licensing hours changed in 2005 to allow a more flexible approach, this also had a profound effect on the market and pubs had to adapt accordingly.

"At one time, Kendal was busy around 7pm and many people would go for a drink on their way home from work, but now the town's quiet at that time and tends to get busier around 9-9.30pm as people stay out later," he said.

Paul Barber, chair of R3, a body which represents insolvency professionals, said pubs which adapted to these changing circumstances had proved they could succeed.

“There has been a move towards quality, in terms of the venue and the product," he said.

"Feedback from our members suggests that the traditional ‘men only’ watering holes have come under greatest financial pressure in recent years.

"Modern pubs tend to be smarter, more family-friendly establishments serving food and real ale, and we are seeing an increase in microbreweries and pubs in more distinctive locations such as railway stations."

But it's important not to get carried away, as the licensing industry still faces big challenges.

Nationwide, close to one in four pubs have called last orders for the final time in the past decade, and many face a battle for survival.

The Castle, a much loved Kendal watering hole, closed its doors a few weeks ago and pubs such as the Cock and Dolphin, the Black Swan and the Kendal Bowman, which were a part of the town's landscape for years, have also fallen by the wayside.

Mr Walker pointed out that many pubs which have closed in recent times have stood in areas hit hard by economic decline, but he added that in his view, the policies of the large 'pubcos' which own vast numbers of establishments, had played a big part in pub closure numbers remaining high.

"So many of the pubs that have closed are tied houses and they have no choice but to buy their beer from the pubco's brewery and are forced to pay high prices, so it's hard for them to make it pay. " he said.

It's a gloomy picture, but in South Lakeland at least, there's a silver lining shining brightly, and Westmorland and Lonsdale MP Tim Farron said he was delighted the area's pub trade was showing the way to a better tomorrow.

“It’s absolutely fantastic that the South Lakes is completely bucking the trend in the UK when it comes to pubs calling time for good," said Mr Farron.

“Pubs are absolutely massive for the economy here in the Lakes and form the bedrock of so many of our communities.

“I want to pay tribute to all local brewers and publicans who have worked so hard to beat all the odds.”

There are few in the Kendal area who wouldn't raise a glass to that.