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King Country Chronicle, Volume XXXIII, Issue 4809, 12 July 1939, Page 8

The name of the Poverty Bay Herald was changed to the Gisborne Herald last week. "The change is one that has been under consideration for many years," says the Herald in a leading article. "It is made with a certain measure of reluctance after a

history of more than 65 years, but with a definite conviction that it is both desirable and necessary in the interests, not only of the newspaper itself, but .also of the district which it seeks to represent. Abundant evidence is available from overseas as well as from within New Zealand, that the Herald has suffered through a name whose historical associations are little understood and is not truly representative of the district. It follows that if the newspaper is penalised by its name, the district for which it is the sole medium of outside publicity must also be penalised, and the change is made in the hope and belief that past misconceptions which have been largely contributed to by the name of the Herald will be avoided in future."