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Editor explains online rebrand in daily’s new weekly podcast

An editor has sought to explain the reasons behind a regional daily’s online rebrand in a new weekly podcast launched to coincide with the change.

The Bristol Post has now been renamed Bristol Live online, in line with changes taking place at many of Trinity Mirror’s regional titles across the country.

To mark the occasion, the Post has launched a podcast called ‘Inside Bristol Live’ which will see reporters discuss stories they have worked on each week, as well as “life behind the headlines”.

The first episode saw journalist Alex Ballinger interview editor Mike Norton about the rebrand.

Editor Mike Norton is interviewed by Bristol Live journalist Alex Ballinger

Editor Mike Norton is interviewed by Bristol Live journalist Alex Ballinger

Asked to explain the ‘Bristol Live’ name and where it comes from, Mike said it was a title which goes “beyond the sense of a news provider”.

On what will be different for readers, he added: “In the past the Post has been associated with a certain approach to Bristol, perhaps sometimes accused of negativity towards the city, and that’s not how I feel about my city.

“So I think we want to create something that has a more modern, a more trusted, a more measured approach. An entertainment brand beyond a news brand that really champions the city, our audiences and customers, that people want to be part of every day.”

On the podcast, education reporter Michael Yong also discussed council scandal that left a family living in a hotel room for more than three years, while journalist Bronwen Weatherby talked about her investigation into unscrupulous tipping practices at a restaurant chain in Bristol.


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  • April 19, 2018 at 10:12 am

    Do people spouting this rubbish really believe it?
    I’m aghast.
    After reading this I googled Bristol Live. Still at a web address.
    My session didn’t get very far as I got the ‘threat has been detected’ warning and quit immediately.
    Yes, this great new world of an ‘entertainment brand beyond a news brand’ is really great.

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  • April 19, 2018 at 11:50 am

    Obviously the management must think these hard-working reporters have time on their hands. Good luck to them.
    As for “an entertainment brand beyond a news brand”. Did someone go on a training course to put this pompous rubbish together.

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  • April 19, 2018 at 12:15 pm

    So the editor feels like he doesn’t want as much negativity and more entertainment so the podcast kicks off with a puff piece interviewing the editor then follows up with a piece bashing the local council and a business.

    These two stories should definitely be reported, but what’s the point in the editor coming out saying he wants to champion the city etc etc.

    Really he just needs to say it’s another editorially resource intensive way of advertising staff giving added optional extras to clients when the flog them print ads.

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