It's Bank holiday Monday and in the absence of anything decent of TV, I've put on one of my favourite movies, Gone with the Wind whilst I tip-tap on my laptop. The opening quote of the movie describes the fall of the American old south - Look for it only in books, for it is no more than a dream remembered. A Civilization gone with the wind..."
Simultaneously I've been catching up with the latest news online and came across the article on how The Evening Standard is about to launch an advertising blitz ahead of it's relaunch this month-
Evening Standard launches ad campaign to say sorry to Londoners
After carrying out market research it found that Londoners have deserted the paper due to it being overly negative, too partisan and anti Ken Livingstone, too national in its outlook and not London focused enough.
'...Buses and tubes will carry a series of messages throughout the week that begin with the word "sorry." The first says "Sorry for losing touch". Subsequent slogans say sorry for being negative, for taking you for granted, for being complacent and for being predictable'...
It would seem the free London newspapers with their celebrity filled content on the latest starlet to fall out of the Mahiki club, has been a suitable reading substitute for commuters on their evening commute home.
There seems to be no mention of how the Internet, which will act as the main source of the latest news for Londoners throughout their day, may have impacted on the irrelevance of the Standard as a viable, reputable news source.
In fact, the access to news, as and when it happens, via visits to websites and RSS feeds may mean that the London free papers are a welcome diversion from reality on the way home.
I like the way that the Standard realises there is a issue and is trying to sell itself and in effect, its medium, to its target audience. To do this would have seemed inconceivable a number of years ago. However, is it fighting a battle when the war and its digital winner is already a foregone conclusion?
It is absolutely right to get back to the local angle - as this is perhaps the one USP that it can still demonstrate its value to for its London target audience.
Everything else it would seem is Gone with the Wind. (sorry had to say it).
In the words of Captain Rhett Butler who after years of being in love with Scarlett is worn down by her seeming indifference to him (and their misunderstandings and cross-purposes), gets to the stage where even though he still loves, he utters his famous line 'Frankly my dear, I don't give a damn'.
Breaks my heart every time.
I wonder whether journalists - so steeped in the "bad news sells" school of reporting - are actually able to try and keep their end of the bargain with these advertised pledges.
I mean it's the week that this is being plastered all over London and what did I see greeting me on the Evening Standard newstands as I passed through London today? "Prescott mocks Brown".
Not particularly positive that is it? Especially given that he went on to say “But the man has got the ability and intellect to get on with the job.” Not particularly London focused either.
Now perhaps I'm being a bit unfair - but it did leave me wondering whether you really can teach an old news-hound new tricks.
Posted by: Alex Hens | 07/05/2009 at 12:27 AM
Great post Sinead. It seems quite vougeish at the moment for brands to say sorry - see also the M&A "We've Boobed" campaign
Posted by: Paul Harrison | 10/05/2009 at 12:53 PM
I'm loving the former editor (2002-2009) Veronica Wadley's views on the new 'Sorry' campaign...yikes what a diatribe! has obviously touched a raw nerve.
check it out at link below.
Her parting comment is particularly amusing on the new editor Geordie Grieg and a reference to the paper being owned by a Russian.
'As for Geordie Greig, well, Etonians have a history of collaborating with the KGB."
http://www.guardian.co.uk/media/2009/may/11/veronica-wadley-london-evening-standard
Posted by: Sinead Bunting | 11/05/2009 at 12:46 PM