The Birmingham Mail reinvented itself today with a new name, a radical redesign, seven new local editions and a huge injection of extra pages.
The changes are the biggest and most significant in the our sister paper's 135-year history, and mean that there will now be something new every day of the week.
Research and feedback since Steve Dyson became editor in July has indicated clearly that readers want more pages, more useful content, a softer, less abrasive, more friendly approach and more detailed coverage of local neighbourhoods.
From today, the design and structure of the Birmingham Mail - which is dropping ' Evening' from its title, returning to the original name it had until 1967 - has been reinvented from front to back, including a bright new masthead.
The paper has worked on this design with wide groups of readers from across the circulation area, refining its development with feedback at each stage.
