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Future to rebrand Next Gen website as Edge

By Matt Martin

Thu 10 Jul 2008 9:09am GMT / 5:09am EDT / 2:09am PDT

Publisher hopes for online success with respected print name

Future Publishing is to rebrand its Next Generation website using the respected Edge name, can reveal.

Using its strongest videogaming brand, Future hopes to emulate the respect and credibility of the print magazine online.

The rebranding exercise is being led by Future's US office, according to company spokesperson Will Guyatt.

"It's going to do what Edge has done for year's in print, but online," confirmed Guyatt.

Next Gen has been using material from Edge magazine for some time, reprinting content online - sometimes before the print magazine has hit retail shelves.

Future would not comment as to whether there would be any editorial changes on the website. An official announcement is expected on Monday, when the rebranding will go live.

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