Next weekend sees the launch of a brand advertising campaign through Clemmow Hornby Inge, which has been overseen by Telegraph marketing director Mark Dixon.
Targeting male and female readers aged between 30 and 45, it aims to overturn perceptions that the paper is old-fashioned and rural-biased. It will also support The Daily Telegraph's positioning as the UK's best-selling quality daily and enhance its appeal and accessibility.
While further details of the campaign remain under wraps, it heralds changes including a new-look front page and typeface.
Contrary to previous suggestions, The Daily Telegraph will keep 'The' in its title.
The Saturday 'Arts and Books' section is being re-sized to a 32-page tabloid called 'Arts Plus', which includes a 12-page books pull-out. The Saturday Telegraph Magazine will be expanded to include more pages on food and living. Its home section, 'Telegraph Home' becomes 'Telegraph Food & Home'.
New columnists including Anne Robinson, Irvine Welsh and Allison Pearson will join the paper.
The changes follow last autumn's decision to reduce the number of bulk copies, which saw sales of The Daily Telegraph slip below the 1m mark.
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