Market research among staff and readers of the Anglia Advertiser has helped mould a big shake-up of the group’s titles for 2002.

The changes will see major investment in the north Norfolk/north Essex newspapers and their staff.

The improvements to the series will be implemented before the end of the year in a roll-out programme involving all eight publications.

The Anglia Advertiser masthead will go and the papers will be named according to where they are distributed.

The newspapers will be modernised and a more organised style and format will be introduced. Each publication will have clearly defined sections and include more local news and information. There will also be a supportive promotional campaign.

A re-structure of advertising and editorial departments has resulted in new jobs being created, including a group editor and an editorial production team.

Managing director Gerry Eagling said: “The regional newspaper business has moved on and although we were performing to expectations, we wanted to take advantage of our strong position to make significant improvements to all our publications.

“The timing seemed particularly appropriate, as our original newspaper is celebrating its 25th anniversary this year. We have big plans for the future. This re-vamp is merely the first step.”

The newspaper series launched in 1976 as the Waveney Advertiser and now has eight editions.

It is distributed free to 250,000 households from offices in Norwich, Ipswich, Gorleston and Lowestoft.

The market research and consultation programme involving staff, customers and readers, showed people were pleased with the household coverage, service provided and response generated by the Anglia Advertiser series. But there was a strong call for each publication to be brought more “up to date.”

Director of advertisement sales, Colin Huggins, said: “Although the Anglia Advertiser has grown rapidly, and has remained popular, it was clearly time for us to ensure we were truly in a position to show we are absolutely at the top of our game and producing publications which work for all concerned.”

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