New name. Check. New website URL. Check. App under construction. Check. New Sunday paper. What?

In Brunswick, Ga., the family owned newspaper is rebranding its operation and investing in print. It's unlikely that there's another newspaper in America that has started a Sunday paper and expanded its newsroom staff by 25 percent in the past six months.

"We see every day the dogged passion that our readers have for the printed product," said Tim O'Briant, general manager and executive editor of what is now called The News. "They feel like it's their newspaper. The commentary we've gotten on our changes proves that. There's ownership.

"And while the audience may be smaller, it's a committed audience. Instead of shrinking our newsroom and shrinking our newshole, we felt like we need to aggressively invest in the best things about newspapers."

"It's Alive" campaign emphasizes that The Brunswick News is a living entity thrumming with the pulse of the community.