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Redesign puts Echo 'at the heart of South Wales'

The South Wales Echo, the largest selling evening newspaper in Wales, has a fresh new look, with a new masthead, new sections and new supplements.

Following extensive market research, the Cardiff-based title has also unveiled a new strapline, At the Heart of South Wales, as the Echo develops its style and content to reflect dramatic changes in its circulation area, centred on the Welsh capital, one of Europe’s most dynamic cities and fastest growing regions.

The Echo now benefits from Trinity Mirror’s £18m investment in a new press facility in Cardiff Bay enabling full-colour on every page.

Editorial developments from editor Alastair Milburn and his team include the introduction of a health and leisure section with a female bias, and the title’s community Sport Extra section and weekend entertainment guide and listings magazine becoming full-colour pull-outs.

Other sections to have been refreshed and redesigned include the title’s Saturday 48 Hours leisure and TV magazine which will include a weekly column by TV personality Jaci Stephen, writing exclusively for her home-town newspaper.

Alastair Milburn said: “The redesign is the culmination of 12 months of very hard work by my team. The research indicated that the Echo would benefit from an update to its style and content.

“Our circulation area has changed dramatically over recent years, and the redesign and new sections reflect this. We’re now able to provide an even better service to our readers.”

The Echo’s launch follows hot on the heels of the successful relaunch of parent company Western Mail & Echo’s daily broadsheet title The Western Mail on March 20.

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