The Yorkshire Post rebrand: Reinvigorating a Yorkshire icon

This case study describes how The Yorkshire Post reassessed its business model and focused its brand identity by reinstating the 'The' in its name.

The Yorkshire Post rebrand: Reinvigorating a Yorkshire icon

Campaign details

Category name: MediaAgency: WPA PinfoldAdvertiser: Johnston Press

Executive summary

Over the last decade the printed press has had a tough time with declining sales due to changing consumer habits and the growth of online. The overall daily newsprint newspaper market has been falling at a rate of more than 8% a year and a massive 42.84% decline in the last 14 years (ABC 2014).

Times have been very challenging for The Yorkshire Post (YP), with declining sales and reduced advertising revenue. This has forced The YP to reassess...

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