Any media organisation that decides to rebrand itself has to get its basic message right.

And that certainly applies to the fresh masthead selected for the rebrand. Well, that’s the opinion, anyway, of the bitter, washed-up, hacks who compile this column.

So it’s for that reason they are a bit perplexed by how the online website InQueensland changed its name and masthead to IN DAILY Queensland just yesterday (Wednesday).

And the masthead the news outlet used in its emailed message to The Bug alerting us as long-time subscribers – yes, it was free then and still is! – to the name change? This one….

So what is this revamped news source named? IN DAILY Queensland? Or IN DAILY Inside Queensland?

And while and if we’re being a little picky here, what was wrong with InQueensland in the first place if it’s so important to remind people it’s all about Queensland news and views. Didn’t that say it all?

Those quibbles aside, the emailed message from IN DAILY suggests quite clearly that their product up until yesterday wasn’t as good as they’ve claimed since InQueensland‘s original launch some years ago.

Here’s a bit of that overnight spiel, promising “a better, different package”.

As part of this upgrade we asked you, our readers, what you wanted in a local news and information service. The message was clear.

Readers wanted more than just a news source – and a deeper insight into the pulse of local Queensland life and what makes it tick. We know that you are curious, open-minded and engaged, and want to be in the know. So we are going to deliver this for you.

We’ll chronicle the ideas, people and culture shaping our state.

Each day, we will plug you in with breaking local news, relevant opinions, the latest in local business, food and wine, travel, arts and culture, property and design information that you can use.

We plan to deliver a better, different package of curated local news and information that will educate and inspire, bringing together the best our our stories across news and business, plus content from The Weekend Edition and InReview – a full mixture from Queensland’s best sources of what is happening in our state, delivered to you every day.

The MGH notes that the message didn’t mention their main boast over time; that they have Queensland’s best writers. It might be a good idea to ditch that pitch. The MGH has had the occasional fun with its contributors over time as to the accuracy, logic and consistency of thought of some of their observations.

We’ll also stick with our sometimes expressed opinion that InQueensland hasn’t been as middle of the road as many might have hoped and at times has come across just a little bit too much like a Newcorpse Lite platform.

It might also be a good idea if IN DAILY removes any reference to being a “news” site or indeed a “daily” news site unless it overcomes the InQueensland habit of going in hibernation over weekends and the staleness of some of its stories. At least news of the sinking of the Titanic has finally been removed from the platform’s revamped site.

We’re also entitled to wonder how the extra cost of a supposedly vastly improved news and views service is going to sit with the strong possibility that of recent times InQueensland has been struggling financially, if repeated calls to its subscriber base for donations are any indication.

Nevertheless, we wish IN DAILY well, regardless of what its tagline really is. Diversity in Australian media needs to be cherished.

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