Editing Evening Standard (section)

===May 2009 relaunch===
[[File:London Evening Standard dispensers, Sainsburys.jpg|thumb|''London Evening Standard'' dispensers at [[Sainsbury's]] supermarket, 2017]]

In May 2009, the newspaper launched a series of poster ads, each of which prominently featured the word "Sorry" in the paper's then-masthead font. These ads offered various apologies for past editorial approaches, such as "Sorry for losing touch".<ref>{{cite news |last=Greenslade |first=Roy |author-link=Roy Greenslade |date=4 May 2009 |title=Evening Standard Launches Ad Campaign To Say Sorry to Londoners |url=https://www.theguardian.com/media/greenslade/2009/may/04/london-evening-standard-alexander-lebedev |access-date=4 August 2012 |work=Greenslade Blog |via=The Guardian}}</ref> None of the posters mentioned the ''Evening Standard'' by name, although they featured the paper's [[Eros]] logo. Ex-editor [[Veronica Wadley, Baroness Fleet|Veronica Wadley]] criticised the "''[[Pravda]]''-style" campaign saying it humiliated the paper's staff and insulted its readers.<ref>{{cite news |last=Bowser |first=Jacquie |date=11 May 2009 |title=Ex-Editor Wadley Criticises Standard's 'Pravda-Style' Relaunch |url=http://www.brandrepublic.com/News/904743/Ex-editor-Wadley-criticises-Standards-Pravda-style-relaunch/ |access-date=29 May 2024 |work=[[Brand Republic]] |publisher=}}</ref> 

The campaign was designed by [[McCann (company)|McCann Erickson]]. Also in May 2009, the paper relaunched as the ''London Evening Standard'' with a new layout and masthead, marking the occasion by giving away 650,000 free copies on the day,<ref>{{cite web |last=Brook |first=Stephen |date=11 May 2009 |title=London Evening Standard Relaunch – Who's Sorry Now? |url=https://www.theguardian.com/media/organgrinder/2009/may/11/london-evening-standard-local-newspapers |access-date=4 August 2012 |work=Organ Grinder Blog |via=The Guardian}}</ref> and refreshed its sports coverage.<ref>{{cite news|url=https://www.theguardian.com/media/2009/may/27/london-evening-standard-pressandpublishing|title=London Evening Standard Revamps Sport Pages|newspaper=The Guardian|date=27 May 2009|first=Stephen |last=Brook|access-date=31 March 2012|location=London}}</ref>