In a statement to the City, News Arse proprietor Sir Babbington Arsington-Newsly told shareholders that, following Yell's transformation into 'hibu', the company is to rebrand.
Yell, listings company and publishers of the Yellow Pages, announced yesterday their rebrand to the entirely invented word 'hibu' which a spokesman said is part of a plan to forge "an identity to tell our story".
News Arse have hired the Steve Hilton Blue-Sky Workshop of Vienna to come up with a snappy title that will push the premier newsgathering website firmly into the second decade of the milennium.
A press release from SHBSV said that "we asked ourselves what it is that users want in online news and came to the conclusion that the key lay in the online - the method of news delivery - was more vital to the way users see the brand than the actual news itself. We wanted a snappy title that meant the most to the connected, online generation Y. Something really zeitgeisty and we think we've achieved that."
Sir Arsington-Newsly unveiled the new name, saying "While it's sad to lose the callback to the Arsington-Newsly name that has adorned the publication from it's early days of the pamphleteers, through the print world and now into online only, I and the board recognised that while tradition has it's place, it's also important to grow with our key demographics and respond to their needs while ensuring we stay ahead of the game. It therefore gives me great pleasure to reveal that, from now on, we will be going by the name Premier League XXX Mega Porno Superstore".
The new branding is subject to shareholder approval, but expected to go through with few issues.
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