Ponteland Observed - Part Three and Goodbye to the Gothic at the Morpeth Herald. When I wrote in the second of those posts that the Morpeth Herald had been published under mastheads based upon an 1892 cast of the Morpeth Herald title from that date until the redesign of 2014, I was unaware of a variant which appeared on only two issues, those of 5 July 1984 and 12 July 1984. It's pictured here. It was clearly a companion to the masthead of the Ponteland Observer introduced on the same day, as seen on the front page reproduced in my third Ponteland Observed post, which featured a line drawing of St Mary's Church, Ponteland, Ponteland Bridge and the Diamond Inn. The equivalent Morpeth Herald drawing shows St James's Church, Morpeth, and Morpeth Bridge. It's not difficult to guess why this sketch was short-lived; unlike the Ponteland drawing this view is an artificial juxtaposition of elements which aren't found together in the environs of Morpeth; and like the Ponteland drawing the style is less detailed than the quality and identity of the paper really deserves, though it is at a level with which the photopolymer-on-letterpress technology can easily cope.
The 5 July 1984 issue of the Herald, like that of the Ponteland Observer, carried an editorial by Tweeddale Press Group chairman Jim Smail on its front page. As with the Observer, Smail anticipated reader resistance to the changes, though he struck a different tone, explaining that it seemed more sensible to move the Herald away from association with the Alnwick Advertiser and the middle of the county and turn it and the Observer into a 'traditional weekly newspaper' for the Castle Morpeth local authority. The Observer would retain its own masthead and editor but would contain 'certain common pages' with the Herald - becoming a slip edition, in press terminology.
As explained in my earlier series, the personalities of the two papers were very different and they seem to have pulled apart even in the weeks following their mutual 'incorporation'. Three weeks into the arrangement the Herald had returned to the previous version of its masthead, dropping the church-and-bridge drawing and the 'Incorporated with the Ponteland Observer' strapline, replacing the latter with the earlier 'Incorporated with the Alnwick and Morpeth Advertiser' carried since the Tweeddale Press had relaunched the newly-acquired Morpeth Herald in 1983. This was replaced a week later with the return of 'Incorporated with the Ponteland Observer', which endured until the reorganisation of the Tweeddale Press series in September 1984 and the decision to emphasise the papers' individual identities. That the association with the Ponteland Observer might not have been popular with traditional Herald readers was indicated in Jim Smail's front page editorial of 23 August 1984 which assured them that 'the recently acquired Ponteland Observer... will, from now on consider the Morpeth Herald nothing other than a sister paper'. Meanwhile in Ponteland Observer readers were being cautioned that the new group policy would not affect the Ponteland Observer in the same way as other titles, and until the end of the Observer in 1986 it continued to share a considerable amount of editorial with the Herald.