The paper, which has also upped its pagination by 52 pages a week, was known as the Birmingham Evening Mail. With the "evening" dropped from its title, the paper is reverting to the name it carried prior to 1967. The name also comes with a fresh looking magazine-style masthead.
Trinity Mirror has invested in a major marketing campaign to tell readers about the revamped title, which includes a heavyweight media campaign, created by WARL Change Behaviour, comprising TV, press, radio, outdoor and online advertising, as well as direct marketing and promotional activity.
At the heart of the revamp are the seven new local editions all based on geography to serve Birmingham's different communities. The local editions have been launched after extensive research among existing and potential readers, who strongly backed a community reporting approach.
The new paper sees the local editions prominently flagged on the front page, with a contents panel specifically for local news from within that area. Inside, there is a consecutive four-page section in the front-end of each edition.
There are more changes inside the paper including new and improved sections such as a 16-page sports pull-out on Mondays, and new eight-page shopping section, family life and travel sections on Mondays, Tuesdays and Wednesdays.
Editor Steve Dyson said: "Birmingham is changing fast and it's time the Mail changed to reflect that. This relaunch is no tweak, and is more than just a modern new masthead, it's a radical transformation of look, feel, content and structure throughout the paper."
John Bills, regional managing director of Trinity Mirror Midlands, added: "We have a great team in place at the Mail, and they're absolutely determined to deliver a superb paper for our readers and a bigger audience for our advertisers.
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