The East Riding Mail has unveiled a fresh new look to differentiate it from its twin brand, the Hull Daily Mail.

Changes to the design and typography of both newspapers have been introduced over the past few weeks, to make them cleaner, more modern and easier to read, and this has culminated with the launch of a new masthead for the East Riding Mail.

The East Riding edition of the Mail was launched in March last year, and until now has been identical in design to the Hull Daily Mail.

Now more effort has been made to differentiate the two titles, and together with a new masthead more change pages have been introduced.

Editor John Meehan said: “We have to strike a fine balance as we are serving two very different areas – inner city Hull and suburban, rural, East Riding.

“Each has different news and issues, but they are closely linked and one couldn’t exist without the other.”

He said a new leisure supplement had also been introduced, with the aim of making the Mail a “must read”.

Replacing the paper’s old What’s On guide, Total R&R will be free with the paper every Thursday and complemented by a new daily ‘rest and relaxation’ section on every other day of the week.

John said: “Total R&R and the daily R&R section will cover leisure and entertainment in the broadest possible sense to provide an unbeatable service.

“Leisure and entertainment always comes near the top of the tree in our reader research as one of the areas of greatest interest, and we are attacking that it a big way.”