‘DAILY WORKER’ CHANGES NAME

Press, Volume CV, Issue 31004, 9 March 1966, Page 7

‘DAILY WORKER’ CHANGES NAME

(N.Z.P.A. Reuter—Copyright) LONDON, March 6. Britain’s only Communist daily newspaper, the “Daily Worker,” has announced that it will change its name to the “Morning Star.”

In a bid to woo more readers, it will have extra pages on recreational and home activities. The editor plans a new image to complement the paper’s new name. The “Worker” title that served as a political banner for 36 years was too restrictive, he said, and no longer convinced people that they belonged to the working class or wanted to belong. The rechristening is part of an editorial campaign to halt the paper’s dwindling circulation of about 60,000 and beat its financial deficit, which last year rose to around £70,000. The paper’s management committee has already launched a huge advertising campaign and circularised 10,000 trade union branches in an all-out effort to draw in younger readers-Two-thirds of Britain's 33,374 Communist Party members are firmly behind the paper in its search for a new and more popular image. A recent quiz among readers brought requests for more photographs and strip cartoons to leaven the politically top-heavy publication.