THE modern mania for rebranding has reached York. Before a sod has been cut, before the first brick is laid, New Osbaldwick is dead. Long live... Derwenthorpe.
Perhaps the change is an attempt to calm opposition to the model village. If so, we can only observe it did not work for Windscale. Sorry, Sellafield.
Derwenthorpe is a committee-made name which fails to inspire. It sounds like the fictional town in a second rate radio serial. On a positive note, at least the Joseph Rowntree Foundation did not follow Tony Blair's example or we would now be writing about New New Osbaldwick.
Updated: 11:25 Thursday, February 12, 2004
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