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Bay Area Newspapers Consolidate in 'Rebranding' Effort

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    Bay Area Newspapers Consolidate in 'Rebranding' Effort
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    What's in a name? A lot of if you ask the readers of the Oakland Tribune or the Contra Costa Times.

    SAN FRANCISCO (AP) - Six daily newspapers in the San Francisco Bay Area will be consolidated into two, one serving Oakland and the East Bay and the other Silicon Valley.

    The Bay Area News Group says in the East Bay, The Contra Costa Times, Oakland Tribune, The Daily Review and The Argus will combine to become the new East Bay Times.

    In Silicon Valley, the San Jose Mercury News - the group's flagship publication - and the San Mateo County Times will become the Mercury News.

    In a memo to staff, management called the move a rebranding issue.