Fairfax has launched a new campaign celebrating the independence of its journalism.
The move comes as rival publisher News Corp steps up its campaign against Labor and Prime Minister Kevin Rudd.
The full page ad ran across Fairfax Media titles including The Sydney Morning Herald and The Age today.
The organisation has also revealed a new tagline: “Independent. Always.”
In a statement, Fairfax Media CEO Greg Hywood said: “Fairfax’s greatest strength as a news organisation is its independent journalism. Our audiences want it. They value it. Others won’t and can’t deliver it.”
The copy was written in-house, rather than by Fairfax’s usual agency of Whybin\TBWA. At the time of posting, Fairfax had not responded to questions about who wrote it.
The copy from the ad:
The move comes the day after the company revealed its annual financial results which showed revenues had dropped again, but there were early signs of digital subscriptions being taken up since its paywall for smh.com.au and theage.com.au launched in July.