Smaller, Failing Paper Rebranded as 'Super Successful Bigger Paper'

Brian Tierney, the boss of the recently bankrupt Philadelphia newspapers, vowed last week he would "never close" the Philly Daily News. But he never said he wouldn't desperately rebrand it to save a nickel!

See, now the Daily News will now be released as "an edition of the Philadelphia Inquirer." But everything else will stay exactly the same!

Philadelphia Media Holdings CEO Brian Tierney said the change will save money on wire services by allowing the publications to act as a single subscriber, and will be helpful in selling advertising.

"Instead of telling advertisers we have 330,000 circulation (at the Inquirer) plus the Daily News, it will help to say we have 440,000 daily circulation," Tierney said.

Instead of telling advertisers and vendors we have two smaller papers, we'll tell them we have one larger paper. Nobody will know. [Philly.com]