A regional daily has restored the definite article to its name and masthead after a 46-year break.
Yorkshire’s daily newspaper has once again become The Yorkshire Post, having dropped the ‘The’ in 1968.
Jeremy said he aimed to broaden the paper’s appeal while maintaining its authority and reputation for in-depth news coverage.
Other changes to the 260-year-old title will include a comprehensive new Saturday sports section with more pages covering regional and national sports.
Saturday’s edition will also feature a new personal finance section page while the Saturday Country Week section is being extended.
A new Country and Farming page on Wednesday will offer further coverage of rural affairs and there is a new page dedicated to nostalgia.
The relaunch is being supported by a six-figure poster ad campaign and an accompanying campaign on social media.
Said Jeremy: “Our news coverage is changing. It will continue to reflect what our existing readers want, but it will seek out new, fresh and entertaining news from across the region.
“Our new readers will like the subtle change in tone, making it a newspaper with a broader appeal while keeping the authority and depth our existing customers expect.”
“Reintroducing ‘The’ cements our position of being THE best place for news, sport, entertainment, culture, analysis, debate and campaigning. Those three letters set the standard by which we will continue to be THE national newspaper for Yorkshire,” added Jeremy.
“We are THE only newspaper in Yorkshire to debate the big issues – whether it’s HS2, fracking, renewable energy or the lack of investment in the north. We will be leading those debates through The Yorkshire Post newspaper, website and on the road.”