It's almost as if they don't want people using their service? So they can then say they're not needed? Or is that just me being cynical?
You mention a catchment area Graham, from what i've seen, Melksham station is in an industrial estate! How close to the town centre is it?
Good questions both ... and I'm going to try not to answer with essays that will exceed our maximum post length
Jo, this is something I have given quite a bit of thought to in the past. Where something isn't done ... where something is totally inappropriate ... it can be for a number of reasons. (a) It could be a mistake. (b) It could be that no-one cares or (c) it could be that there are other motives which mean that it is intentional. I tend not to be a "conspriracy theory" person, and I don't believe that First make too many mistakes - so my view when all else balances is that no-one cares. However, we have seen things happen so consistently in unfortunate ways that I am minded to accept the theory that the motives are not always to provide a service that's in the passenger's interest, but to further other goals instead. Have a look at
http://www.canber.co.uk/?q=node/51 which lists 21 ways which have been (or are) used to supress traffic - and follow the link from that page to see just how many of the example relate to the "TransWilts".
Melksham Station is between 400m and 500m from the main start of the shops (I have measured that distance to Lidl rather than a couple of outlyers) which then stretch about 1km to the Market Square which is at the extreme far end. There are side shoots off the 1km, within the town centre - it is not a strip development. Also close to Melksham station you have Countrywide Farmers (300m) which is were the new Asda store will be going too, Aldi and McDonalds (just 150m as the crow flies) and Leeke's Superstore actually backing on to the railway about 500m from the station. Melksham Station entrance - you are correct - is 150m into a small industrial estate which is a severe discouragement to the nervous, and to those who are convinced that they are going the wrong way as "there can't possibly be a station down there". And access to McDonalds and Aldi - 150m as the crow flies - is more like 300m to 400m if you walk around to get there.
OK - that is "present" and answers the specific questions. But then let me add:
1. Land from the station to the area in which Aldi and McDonalds are located is set aside for conversion to an access path or road - indeed, it's a gravel path at the moment, but there's a pile of earth and a six foot fence there which is all that's stopping people getting through to the Spencer's Gate / Aldi / McDonald's roundabout which ALREADY has a stub exit on it to connect through to the station.
2. The station is also less than 200m from the main A350 and A365 roads, and unused industrial land there makes it well suited for park and ride - especially into places like Chippenham and Swindon. With a loop road, bus interchanges to a wide variety of services (271/2/3, x72, 14, x34, 234 each pass close by at least once an hour) can be provided
3. Although in an industrial area itself, there is housing close by. The picture that the West Wilts Rail User Group currently have on their site to represent Melksham -
http://www.wwrug.org.uk/pix/wwrug_mkm.jpg is a really good illustration of just HOW close. These houses were built on the former Spencer's industrial land, and were sold in 2006 on the basis of "near the railway station". And across the way from those houses you're into an older residential area. Across the tracks, after about 100m of industial yard you have further housing, and there's a further 250 going in there on the old school site.
I've gone a bit off question there, which was "town centre" but I wanted to give a good overview. I was in Salisbury yesteday, and the short answer to your question would be "Melksham station is closer to the centre of Melksham that Salisbury station is to the centre of Salisbury" ... but we have a long way to go in terms of improving the walk up to the Salisbury standard.