JPIMedia is to rebrand after its owner decided its name “no longer” reflects the business or its ambitions.

National World has announced JPI will be rebranded under the umbrella of National World Publishing Limited as of this Friday.

JPI was formed in November 2018 to take charge of Johnston Press after the 251-year-old publisher was briefly placed in administration.

David Montgomery’s investment vehicle National World bought the group in January 2021 and has since launched several new city news websites, as well as national digital title NationalWorld.

A number of its local titles have also been rebranded online as umbrella county ‘World’ titles since the takeover.

The “major rebranding exercise” was announced this morning in a move aimed at giving a “clear focus on the company’s position as a national network of well established newsbrands”.

In a statement, JPI said: “With effect from 29 April 2022 JPIMedia Publishing Limited along with its regional subsidiaries will be rebranded under the umbrella of National World Publishing Limited.

“The company no longer feels that the JPIMedia name reflects the business, its ambitions or its expanded portfolio across the group and is, instead, reflective of news brands to which the company no longer has links.

“Following its acquisition by National World plc in January 2021, which saw significant restructuring to restore the company to a local and national publishing business, this decision to rebrand brings about a new era for the company, which has endured a lengthy turbulent history.

“This wholesale rebrand will provide a new and distinct corporate identity – including a new National World website and Connect Local commercial site – along with providing a clear focus on the company’s position as a national network of well-established newsbrands delivered to local communities by talented teams of journalists.”