The Yorkshire Post, based in Leeds, dropped 'The' from its masthead in 1968 but has reintroduced it as part of an exciting refresh of the 260-year-old title, says Johnston Press.
Explaining the changes, The Yorkshire Post Editor - Jeremy Clifford - said: "We are THE newspaper campaigning for Yorkshire. We set the agenda, identify the issues that concern the people of this region and ensure Yorkshire's voice is heard.
"Our news coverage is changing. It will continue to reflect what our existing readers want, but it will seek out new, fresh and entertaining news from across the region. Our new readers will like the subtle change in tone, making it a newspaper with a broader appeal while keeping the authority and depth our existing customers expect."
The Yorkshire Post, which is supporting the changes with a six-figure poster ad campaign, social media campaign and in-print promotional and marketing plan will be enhancing its section content throughout the week whilst engaging with a broader audience through its digital platforms.
"Reintroducing 'The' cements our position of being THE best place for news, sport, entertainment, culture, analysis, debate and campaigning. Those three letters set the standard by which we will continue to be THE national newspaper for Yorkshire,” added Jeremy.
Changes to The Yorkshire Post, read by up to 174,000 people a day, will include an improved, more authoritative business focus in Tuesday’s business section with a spotlight on personal finance in a newly introduced Saturday section.
Sports fans will get a comprehensive new Saturday section with more pages covering regional and national sports, whilst Saturday Country Week is being extended. A new Country and Farming page on Wednesday will offer readers more coverage on rural affairs across the UK’s largest county and there is a new page dedicated to nostalgia.
“We are THE only newspaper in Yorkshire to debate the big issues – whether it’s HS2, fracking, renewable energy or the lack of investment in the north. We will be leading those debates through The Yorkshire Post newspaper, website and on the road,” said Jeremy.
