Independent To Revamp Section II

The Independent is to re-launch with its new revamped tabloid Section Two on Monday 12. The redesign launch is also the first new campaign from the recently created M&C Saatchi agency.

The relaunch will include a new design for the front page as well as the new tabloid section. Section Two will lead on a topical cover story and particular areas will be covered during the week; Media on Tuesday, Finance and Law on Wednesday and Education on Thursday. The Metro section will be incorporated into the Friday tabloid and will cover regional information. The Saturday magazine will also be relaunched. Amanda Platell, Marketing Director of the Mirror Group said “We decided to embark on a major repositioning four months ago. The perception was that the paper had become dull. It had lost its magic, its humour and its point of distinction.”

Miss Platell says the company is targeting readers of the Times and those who float about the broadsheet market.

Ian Hargreaves, editor said “We’ve been fighting a life or death battle with Murdoch, but we have had a stable to improving circulation for the past six months and we’ve got the organisation stable in our new premises. Its a good time to make some changes.”

A TV, radio and poster campaign with a cost of £1.2m will promote the Saturday package and promotion for the weekday editions will follow later in the year.