Marr returned to "The Independent" as the newspaper's political editor in 1992, and became its editor in 1996 during a particularly turbulent time at the paper. Faced with price cutting by the Murdoch-owned "Times", sales had begun to decline, and Marr made two attempts to arrest the slide. He made use of bold 'poster-style' front pages, and then in 1996 radically re-designed the paper along a mainland European model, with Gill Sans headline fonts, and stories being grouped together by subject matter, rather than according to strict news value. This tinkering ultimately proved disastrous. With a limited advertising budget, the re-launch struggled for attention, then was mocked for reinterpreting its original marketing slogan 'It Is – Are You' to read 'It's changed – have you?'.