New name marks end of'Evening' era

By Dominic Ponsford

The Evening Advertiser in Swindon this week dropped the “Evening” from its title and changed its name to the Swindon Advertiser.

The move has come about as a result of the Newsquest paper’s
“Swindon… and proud of it” campaign to promote the Wiltshire town and
also because it is now available throughout the day.

Advertiser’s “late” midday edition was reintroduced in January after
Newsquest’s new presses in Oxford were completed. The early edition was
then brought back to a 4.30am print slot, which allows it to be in
newsagents by early morning.

Editor Mark Waldron said: “Our two
editions meet the varying demands of our readers – those who want their
local paper early and those who still want the latest news. The name
change overcomes any confusion of when we are on sale.

I must stress that taking the Evening out of the title does not mean we
are getting rid of ourevening paper mentality. We will still be filling
our successful late edition with as much up-to-the-minute news as
possible – as was demonstrated by our full coverage of the Olympics
announcement and the London terror attacks.”

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