British paper apologises for bushfires headline as telethon raises $21m

mosbushfire3The Mail On Sunday newspaper has issued an apology for its insensitive “Er, Bruce… the fire’s the other way!” headline.

As Mumbrella discussed earlier this week, the British midmarket newspaper ran a large image of a fire truck heading away from a blaze, with the offensive headline. But a spokesman for the newspaper this morning told Mumbrella:

“This picture arrived shortly before we went to press last Saturday, when the full extent of the damage caused by the fires was not known in London. Nonetheless it is now clear that the headline, which ran on page 37, was entirely inappropriate and we apologise unreservedly for it, and for any offence it may have caused.”

In a similar case, the celebrity website TMZ yesterday apologised for comments poking fun at the much-published image of a firefighter giving water to a koala.

who-fire-special1Meanwhile, Who magazine, published by Pacific Magazines, has rushed a bushfire edition onto the news stands.

It goes on sale today, with a 10c donation from the cover price going to the bushfire appeal.

And last night saw the Nine Network’s Australia Unites telethon appeal for victims of the bushfires. The show, which ran for the entire evening, raised more than $21m.


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