Publisher Midland News Association is also looking to trade on reach and frequency when selling ads to agencies.
The Shrewsbury Chronicle and the Telford Journal have already been revamped, while the Hereford Journal and the Walsall Chronicle are to be overhauled by the end of this month.
The relaunched newspapers will place a greater emphasis on local news, sport and entertainment.
Alan Harris, chief executive of the Midlands News Association, said the newspapers will offer advertisers "real value".
The publisher will also revamp its online offering with a complete redesign and launch of new online property and motoring classified services by the end of the year.
Harris said: "The key of Midland News' business is still print [publications], but our websites are embedded into the business structure."
The Express & Star, which averaged a circulation of 128,836 copies in the first half of 2009, down 6.7% year on year, according to the ABC, is a daily paid-for title serving greater Wolverhampton. Free weekly the Telford Journal posted a 58,135 circulation, down 2.3% year on year.
The part-paid, part-free Shrewsbury Chronicle averaged a total 21,377 circulation, made of 10,958 free and 10,419 paid-for circulations.
Meanwhile, the Midland News Association is looking at introducing a system of agencies buying combined reach, using data that uses the audience profiles from its print and online products. According to Harris, regional media often operates on a bundle price, but his firm is looking at different ways to price its products.
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