A free newspaper in the East Midlands has undergone a radical rebrand to bring it into line with its sister daily.
The Express series of free titles has been published from the same offices as the Derby Telegraph since the 1980s.
Now it has been renamed Telegraph Lite and given a similar design to its daily stablemate.
Telegraph editor Steve Hall explained that the idea was to take advantage of the strength of the Telegraph brand throughout the local area.
Said Steve: “The Express has been in place for a number of years but as far as I was concerned its branding was nowhere near as strong as the Telegraph’s branding in the area.
“We were very keen to make sure we leveraged the power of the Telegraph through it.
“We’ve changed it to incorporate the Telegraph much more into its branding and incorporate the ethos of the paid-for newspaper into the free, so it looks very similar and some of the main platforms are reflected in Telegraph Lite.”
Steve added: “It’s a quality product within its own right and it gives us increased profile within some of our secondary areas.”
Telegraph Lite will have a print run of around 70,000 and will be distributed free in outlying areas of Derby and surrounding towns and villages.
The company claims it will give them a combined weekly readership of 220,000 when taken together with the Telegraph’s current daily sale of 30,715.
The Express, then edited by Patrick O’Connor, became renowned during the 1980s and early 1990s as a training ground for young reporters.
All Derby Telegraph trainees had to spend a three-month stint on the free paper with a brief to scoop their colleagues on the daily title.