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Murdoch renames News International as News UK

The News Corporation head tries to detoxify his brand.

Rupert Murdoch delivers a keynote address at the National Summit on Education Reform in San Francisco, California. Photograph: Getty Images.

In another attempt to detoxify his brand, Rupert Murdoch has renamed News International as News UK. Below is the goody bag that greeted staff at their desks at Wapping this morning (the logo is based on Murdoch's handwriting). Given that News International has always been solely responsible for Murdoch's UK assets (the Sun, the Sunday Times, the Times and, once, the News of the World), it's odd that the new name wasn't used to begin with. 

Meanwhile, new Sun editor David Dinsmore announced this morning that while ‘News in Briefs’ is no more, Page Three is here to stay.