A regional daily has introduced a new masthead which aims to “go back” to the newspaper’s roots.
The Huddersfield Daily Examiner’s new masthead focuses on the ‘Examiner’ element of its titles, rather than ‘Huddersfield’ – as had previously been the case.
The revamp was unveiled yesterday, the same day the paper officially rebranded online as ‘Examiner Live’.
Editor Wayne Ankers said the move was about “reinforcing” the Examiner’s brand.
The new Examiner masthead on yesterday’s front page
He told HTFP: “As well as redesigning and relaunching as Examiner Live we also decided to have a look at the paper.
“Everyone knows the paper as The Examiner so we have gone back to our roots and made that the main focus of the front page. We still carry Huddersfield Daily but they are much smaller.
“This is all about reinforcing our brand. The paper is The Examiner and will always be known as that.
“But our digital offering is now Examiner Live and we will be more creative and dynamic with our digital content over the coming months.”
How the previous Examiner masthead looked
The Examiner’s rebrand follows similar moves across many of its Reach plc sister titles, which have switched to the company’s ‘Live’ brand online.
However, unlike most publications which made the switch, Examiner Live retains the newspaper’s historic brand rather than the name of its patch.
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Another reason to downplay the name of Huddersfield is more likely that, like most Reach regional dailies, it now carries far less local news and many more nationally-syndicated feature pages.
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Given that its plummeting circulation is headed sub 10,000 (if it’s not there already since they only now do annual ABC updates), weekly frequency can’t be far away. Makes sense to reduce the ‘Daily’ part of the masthead.
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