Express To Regain Old Name In Centenary Revamp

The Express is to re-establish itself as the Daily Express when the paper undergoes at centenary celebration revamp this Saturday. This weekend’s edition will herald in a redesigned paper that Express Newspapers is hoping will offer a ‘cleaner and more modern look.’ The first issue of the new-look Daily Express will feature an insert of the very first edition of the paper, published originally 100 years ago.

Announcing the changes, editor Rosie Boycott said: “For 100 years the Express has been at the centre of British life. The changes we are making, giving it a fresher and more dynamic appearance, will take the paper into its next century. We decided to revert back to the Daily Express because that is how the paper is always referred to, by readers, the media industry, advertisers and retailers.”

The Express has been struggling to keep its average copy sales above the million mark for some time now, whilst its mid-market rival the Daily Mail has gone from strength to strength. In the latest circulation audit, for the six months to March 2000, the Express managed just over a million sales, whilst the Daily Mail shifted an average of 2.4 million copies per issue. At the beginning of the 1990s, the Mail and Express were separated by just 100,000 copy sales, with circulations of 1.7 million and 1.6 million respectively.

The launch of the new Daily Express will be supported by a national TV advertising campaign across ITV, Channel 4 and Channel 5 on Friday 28 April.

Express Newspapers: 020 7928 8000