The Birmingham Evening Mail today hit the streets with a new look, more grassroots content in new localised editions, and even a new name.
They will each have a clearly labelled four-page section of grassroots news for its specific area.
All of its reporters – including specialists – have been given their own patch, broken down by postcode, and three new reporters have also been recruited for the Sutton Coldfield, Solihull and Redditch district offices which have recently been unmanned.
The changes mean that from today the Mail has editions covering north city and Staffordshire, south city and Worcestershire, the Black Country, and Solihull, followed by a south city final, a north city final and a central city final.
As part of the relaunch the Mail has also been given a radical redesign, including a new masthead, to give it more of a magazine feel.
In addition, a number of new sections have been introduced, including shopping, family life, travel and nightlife, and existing pull-outs such as what’s on and nostalgia have been revamped.
The design and content overhaul follows the arrival of new editor Steve Dyson in July, and is in response to feedback from readers and potential readers.
Steve 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.”