Some love it. Some hate it.
The New Paper is a name that invites reaction - often strong, never indifferent.
It is a signal to our readers that we are new. And different from the newspapers they're used to reading.
That excerpt, published in The New Paper's mock-up 25 years ago, was the first indication of what readers could expect from TNP.
In continuing to be different, we are, in essence, no different from the day we started.
But times have changed. We are in a challenging era of what Internet guru Om Malik calls the "democratisation of news delivery systems".
Editors today can no longer dictate what news consumers should read; editors need to be acutely aware of what's relevant, what readers want, what turns them on. Readers today can source what they want from many channels, across convenient platforms.
The latest Nielsen Index shows that, increasingly, they are doing so.
Ignore their needs and they won't give you the dignity of a nod, let alone 70 cents (for The New Paper) every day (80 cents on Sunday).
All newspapers face similar challenges - myriad choices, mass migration online, social media distractions.
But The New Paper, with the youngest median readership in Singapore (meaning a more fickle, easily distracted, online-savvy audience), with its dependence on street sales, with two freesheets threatening to steal its lunch, faces an even more daunting future.
All the more reason for differentiation.
When we embarked on the revamp last November, we decided on four key initiatives: