Charles Apple has an excellent roundup of the launch including clips from the 100-page re-branding handbook.
His take of the re-branding efforts:
"The timing of all this, though, seems poor. Given continued furloughs and the additional — and perhaps unexpected — layoffs, is this the right moment to spend an ungodly sum of money for a team of consultants to develop a branding campaign of this scope?IN OTHER MEDIA NEWS: Anyone tired of the media cashing in on Charlie Sheen's media meltdown yet? Do you think it's excessive? It's kind of like watching a trainwreck ... I feel the same way about anything Kardashians. Can't. Look. Away.
I’d rather see the money spent on something that might directly result in better journalism. Something that might benefit the readers."