The Evening Advertiser in Swindon has renamed itself as the Swindon Advertiser.
The move follows the launch of the paper’s Swindon… and Proud of It campaign, and editor Mark Waldron says the change demonstrates its commitment to the town.
He said: “Since the launch of Swindon… and Proud I have been overwhelmed by the amount of support we have received and the buzz it has created around the town.
“The decision to show clearly on our front page every day that we are the Advertiser in Swindon is just part of that ongoing campaign.
“It also fits in with our strategy to place the Adver even more firmly in the heart of the community we serve as we cement our place as the primary source of local news, sport and information.”
The name change also more accurately reflects the availability of the Advertiser throughout the day, after changes to its edition structure.
In January, the Newsquest title brought back a second ‘late’ edition to ensure it could react to all the day’s breaking national and local stories.
Since then the early edition has been pushed forward and now prints at 4.30am, driven by changes in consumer buying patterns.
But being out so early has led to questions over the ‘Evening’ status of the paper.
Mark said: “Our two editions meet the varying demands of our readers – those who want their local paper early and those who still want the latest news. The name change overcomes any confusion of when we are on sale.
“However, I must stress that taking the Evening out of the title does not mean we are getting rid of our evening paper mentality.
Mark added that putting Swindon into the title would not mean the paper would be ignoring the surrounding towns and villages.
He said: “We have a high number of loyal readers in towns such as Highworth, Cricklade and Wootton Bassett and our coverage of these will remain unchanged.”