Free newspaper for London Docklands unveils new look

Trinity Mirror‘s local newspaper for Canary Wharf in east London has unveiled its first major redesign in its 10-year history, including a new business section.

The free title for London’s Docklands business district has introduced a new masthead, fonts and colours that the publisher said was designed “to be more eye-catching and appealing”.

The Wharf's new look

A new section, Business7, has been launched to provide a weekly round-up of local business stories and issues affecting the world of commerce.

Trinity Mirror said the pullout was inspired by its Scottish free business paper of the same name, which launched in 2007.

The Wharf editor Giles Broadbent said the paper, which claims a combined print and web readership of 60,000, aimed to be an “essential guide”and provide a different perspective to its local and national paper rivals.

“Our readership is clued-up and media-savvy and our challenge is to provide stories they won’t have seen elsewhere – or content they may be familiar with but presented in an original and enticing format,” he said.

“There’s a tremendous breadth of business activity in the area – not just the financial services.

“There’s a vibrancy and entrepreneurial culture that is a far cry from the big corporate towers that surround us.”

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