A regional daily has been relaunched with a “more modern, contemporary look” along with a 10p cover price increase.

The new-look Leicester Mercury went on sale yesterday after the revamp, which was overseen by recently-appointed editor Kevin Booth.

Kevin, who took over as editor of the Local World title last autumn after moving from the Burton Mail, said the changes had been partly designed to address a perception that that early-week editions of the paper did not represent value for money.

As a result extra content and pagination has been added, along with colour-coded sections and “less cluttered” layouts.

Other changes see a a new women’s section on Mondays and a Tuesday pull-out showcasing readers’ photographs called ‘YOU’ also feature.

And sports coverage has been extended, including a new series entitled ‘The Secret Leicester City footballer’, which features an anonymous ex-player divulging tales of his time at the club.

The new-look Leicester Mercury which hit the streets yesterday

In spite of the price rise, a direct debit offer will give a 20pc saving to regular readers.

Kevin worked on the redesign with freelance designer Chris Parker and the resulting changes have been based on audience research.

Said Kevin: “When I arrived here in September I had a clear vision of where I wanted to position the paper and the changes I thought needed making.

“I worked with Chris to develop a more modern, contemporary look that is brighter and, through the use of content segments, easier for the reader to navigate.

“It was crucial we tackled the perception that early week editions didn’t represent value for money and, to accomplish that, have added extra content and pagination.

“I’d like to thank staff who helped to implement the changes to content and design, including those who volunteered to come into the office on Sunday to see off the first edition. I’m delighted with the end result.”

The previous Mercury design from a 2012 edition