Guardian Unlimited set to rebrand

A full-scale rebranding of GuardianUnlimited, the Guardian's network of websites, is to coincide with the launch of additional sports, politics and travel sites.

A full-scale rebranding of GuardianUnlimited, the Guardian's network of websites, is to coincide with the launch of additional sports, politics and travel sites.

The change of brand - from, for example, filmunlimited. co.uk to guardian.co.uk/film - is aimed at making it simpler for the user, said Simon Waldman, head of Guardian Unlimited. He insisted they would not be confused by the change, which had a precedent with the BBC's change of URLs to 'bbc.co.uk/'.

The sites launch next month, with guardian.co.uk/politics edited by Peter Mandelson's former aide Benjamin Wegg-Prosser. The general sports site will sit alongside the existing one, which is dedicated to football. 'We have had a fantastic response to football,' Waldman said. 'We want to broaden the interest.'

Formula 1 and cricket will be at the forefront, despite the group's first foray into cricket - Cricket Unlimited - failing after its launch in January 1999. 'We let it subside,' offline editor Alan Rusbridger admitted.

An environment site is also planned for the second half of 2001, and the company has been conducting interactive TV trials with ntl.

The site will show monthly electronic ABCs from next month. Last year's ABC saw a 116 per cent increase to 22.1 million page impressions.

Guardian Unlimited is set to break even in the next three to four years, the company said.

Around 45 per cent of Guardian Unlimited users do not read The Guardian, and 71 per cent do not read The Observer, its Sunday sister paper.



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