“Rebranding” is often just a pretty way of saying massive job cuts, as evidenced by today’s announcement from the Bay Area News Group, a division of MediaNews Group. Approximately 120 jobs, mostly from editorial and production, are going to be eliminated in what BANG calls the “streamlining of its print operations,” which they promise will “result in greater emphasis on providing high-impact, regional and local coverage.” Talk about doing more with less.
Come November, eleven newspapers will be consolidated into just two mastheads:
The Contra Costa Times, Valley Times, San Ramon Valley Times, Tri-Valley Herald, San Joaquin Herald, and East County Times will be branded under The Times masthead.
The Oakland Tribune, Alameda Times-Star, Daily Review, Argus, and West County Times will be rebranded as the East Bay Tribune.
MediaNews Group also owns several Southern California newspapers, including the Los Angeles Daily News, the Long Beach Press-Telegram, and the Pasadena Star-News.