New-look Extra goes red with success

The Extra free weekly newspaper in Glasgow has expanded to reach more than 180,000 homes in and around the city .

The distribution hike follows a rebranding of three other Archant Central Scotland titles under its masthead.

The Bearsden & Milngavie Courier, the Renfrewshire Weekly News and the Lanarkshire People joined the Glasgow South and Eastwood Extra on 9 January to form a five-edition paper that now reaches from Hamilton and Motherwell in the east to Paisley and Renfrew to the west of Glasgow. Three editions are edited from Glasgow by Allan Hodge (pictured right) and two by Martin Clark in Motherwell.

Archant Central Scotland acting regional director Neville Keithley said: “The thinking behind the move is straightforward. It is an opportunity to modernise the papers, strengthen the brand identity of our most successful title and create the Extra series .

“A rebranding working group was established with representation from every department and every level to thrash things out.”

Hodge said: “The most controversial proposal was for a radical change in the look and colour of the masthead. Instead of the traditional cyan blue, red was to be the colour of the new-look Extra. The proposal sparked a free and frank exchange of views, but the reds won the day, with the convincing argument that red is the classic ‘stop me’ colour.”

The masthead also changes typeface from Garamond to Swiss 721.

In-house designers – operating under Raymond Brindle – and Archant Regional West group editor Richard Thomson provided dummies of a new front page.

“Despite the changes in look and design, our commitment to our readers will not change and our content will remain the same award-winning blend of local news, views and pertinent features,” said Hodge. “Early indications suggest the rebranding is going down well with readers and advertisers, but change is an ongoing process and we remain open to new ideas.”

All existing editorial, sales and production staff will continue to work on the papers.

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