How you can help shape future of Yorkshire Evening Post - Laura Collins, YEP Editor

My mum always told me I was named after a record she heard while she was expecting me.
It is certainly a debate that has got me thinking about the power of a name and brand. Pic: AdobestockIt is certainly a debate that has got me thinking about the power of a name and brand. Pic: Adobestock
It is certainly a debate that has got me thinking about the power of a name and brand. Pic: Adobestock

She always knew what my middle name was going to be in honour of my much-adored Nanna.

But my first name had left her completely and utterly stumped.

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I’d like to think that she took inspiration from the meaning behind Laura - a variant on the laurel tree meaning victory and honour.

But in fact it was after she played Tell Laura I Love Her on her record player that she knew there and then what she was going to call me. Mystery solved.

As it happens, it hinges on a tragic love story about a teenager who was so madly in love with Laura that he entered a stock car race to buy her a wedding ring and was fatally injured.

The song by Ricky Valance went to number one for three weeks and was frowned upon by the BBC so they banned this song for fear of copycat reprisals.

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I’ll always remember when I first joined the Yorkshire Evening Post, one of the long-standing reporters whose work I admired asked if I was named after that song - he was right.

Names truly are a funny thing - they have the fundamental ability to define us and our reputations.

But it’s a timely reminder about the power of words and how a name should never be underestimated.

They have the ability to promote meaningful debate, stir emotions as well as being thought-provoking. Language will always be one of the most powerful tools in our armoury. And the power of a single word can be inspiring.

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One of the recurrent questions I often find myself fielding as the editor of this newspaper is the same old question: Why are you called the Yorkshire Evening Post?

In actual, fact that’s a very good question as we certainly don’t cover the whole of Yorkshire; especially when for the last 131 years this newspaper has been rooted in the heart of Leeds, telling the stories that matter most to our city. On the other hand, I then get people asking me why are we so Leeds-centric.

Again, a good question when our title might allude otherwise. It is certainly a conundrum.

Come to think of it, I can still remember the days of listening to the paper sellers across Leeds with the dulcet tones of “Evening Post” in the air - even they didn’t call it the Yorkshire Evening Post.

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It is certainly a debate that has got me thinking about the power of a name and brand.

And what better way to find out for certain is there than to ask you - our readers - for your honest feedback. We are the newspaper for Leeds and should our title reflect that?

Should we continue to be called the Yorkshire Evening Post in our masthead? Or do you refer to us as the YEP instead? Or something else?

Names are sacrosanct and I know just how much there is a deep-rooted sense of pride and heritage for the title I am proud to edit. But a change of name isn’t unprecedented for a paper - it’s more a reflection of how the industry has developed and titles adjust.

This isn’t something I’m taking lightly and that is why I’m asking you.

So it’s over to you, Leeds.

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