The Hinckley Times has started WOW Hinckley to “champion” the Leicestershire town and its achievements.
Its Twitter biography describes WOW Hinckley as focusing on “food, fun and fashion”.
Announcing its launch, editor Simon Holden said: “I’m Hinckley born and bred and have worked at the Hinckley Times for almost two decades but I’ve never been so excited about the future of the town.
“There is a real buzz building as (new retail development) The Crescent gets ever closer to its opening but that’s just one piece of the jigsaw – there’s also a brand new leisure centre to look forward to and the new retail park alongside Tesco.
“The Hungry Horse has already opened its doors and we’ve got some absolutely fantastic independents that have become firm favourites, from cafes and bars to restaurants and shops.
“Newspapers can often be accused of peddling doom and gloom but we’ve always championed our town and its achievements.
“Our new WOW Hinckley brand continues in that vein and gives us the chance to shout from the rooftops about our borough.”
In a separate move, the Times has also changed the publication date of its print edition to Wednesdays, beginning with tomorrow’s edition.