The rebrand is being supported by an advertising campaign, developed by McCann London, which will run across it member brands’ platforms from today (21 May).
The changes are being led by CEO Rufus Olins, who joined the trade body in January from marketing intelligence business Warc.
He says: “The media landscape is evolving fast, and this is affecting the national press as much as any other medium. We need to start thinking differently – it’s not just about printed newspapers, it’s about news brands in all their forms.”
Newsworks has also published a guide for advertisers and agencies today (21 May) to coincide with the rebrand, outlining best practice for advertising with multimedia news brands.
The trade body claims that news brands have increased their net daily audiences by nearly 2 million UK adults over the past 5 years and now reach more than 24 million people a day. The amount of time people spend reading content from news brands online has increased 36% over the same period, Newsworks claims.
National print newspaper titles, however, have all seen drops in their circulations year-on-year, with the exception of the i newspaper, according to ABC figures for April.
Newsworks continues to be funded by News International, Telegraph Media Group, Mirror Group Newspapers, Mail Newspapers, Independent Print and Guardian News and Media.