Evening Standard to be renamed London Evening Standard

by John Reynolds, mediaweek.co.uk 07-May-09, 16:40

LONDON - The Evening Standard will, from next Monday (11 May), change its name from the Evening Standard to the London Evening Standard.

This is one of several changes to the newspaper, including the introduction of new writers and a design overhaul, which will be unveiled next week as the title looks to claw back readers from rival free newspapers, News International-owned thelondonpaper and Associated-owned the London Lite.

The paid-for paper, now owned by Alexander Lebedev, this week launched a daring campaign apologising to Londoners for its performance in the past.

The print campaign, created by McCann Erickson, apologises to Londoners for losing touch, taking them for granted, and being negative, complacent and predictable. All of the executions begin with the word "sorry" and use the Standard's Eros logo.

The campaign comes in response to market research, commissioned by the newspaper's new editor, Geordie Greig, who believes Londoners think the paper is too negative.

The newspaper is looking at a number of innovate ways to lure readers, including giving out free copies in the evening and offering half price copies at 25p, to those who buy the paper with an Oyster card from vendors.