News Corp editors sign commitment to readers in latest We’re For You campaign
The editors of News Corp’s major metro mastheads have signed a commitment to their readers as part the latest stage of the newspapers’ ‘We’re for You’ branding campaign.
Launched last year, the branding of News’ metro and local newspapers emphasises the mastheads’ commitment to their readers and commitment to their readers.
Melbourne Herald-Sun editor, Damon Johnson, wrote: “Trust is not simply given, it must be earned.”
The latest campaign saw personal, double page letters from the editors of each of its daily metro newspaper brands, published across the first two pages of Wednesday’s newspapers.
A similar letter of commitment from editors will appear in the Sunday newspaper network this weekend and in regional mastheads next week.
Each message is tailored to each paper’s audience and reflects the editor’s personal connection to the community and the mastheads’ overall commitment to its market.
The in-paper messages coincide with the return of the We’re For You TV commercials nationally.
Today’s messages are the first in a broader series which will appear in coming months, incorporating editors and writers across sport, opinion, business and lifestyle.
In Sydney, The Daily Telegraph editor Ben English (who outed himself as a Sea Eagles fan) wrote:
As editor, I’m entrusted to continue a conversation between The Daily Telegraph and you, our loyal readers that has endured nearly 140 years. You can trust that the stories we tell are the stories that touch your lives, that the issues we care about are the same as yours, that we love your city and state as deeply as you do.
Unlike the digital giants that revolutionised the access to global information but have no reporters to heart the stories from the streets or real communities, The Daily Telegraph has lived in the same suburbs, the same city and the same state as its readers and you can trust we always will.
Our news will never be fake. It will never be insincere. And it will never be contrary to what we know to be the facts. Our news will always be from the heart and delivered with consideration and conscience.”
In Victoria, Herald Sun editor Damon Johnston wrote:
Trust has never been as important as it now is in this information age and its frenetic 24-hour news cycle. But trust is not simply given, it must be earned.
Being accurate, being first, delivering the most comprehensive coverage and insight, being relevant – these are foundation tests the Herald Sun sets itself every day to inform and engage with the Victorian community.
In Queensland, The Courier-Mail editor Sam Weir wrote:
We’re for you whether we live in a ramshackle old Queenslander in the ‘burbs or a shiny new skyscraper in Brisbane or the Gold Coast. We live in the same streets as you, get to work on the same roads and droughts and hope for a food future for our kids, just like you.
In Adelaide, The Advertiser’s editor Matt Deighton and deputy editor Jessica Leo-Kelton wrote:
Trust is a two-way street. It’s built over time. It’s not easily won.
You can trust us to break the stories that people don’t want told and trust us to hold authority to account. You can trust us to be balanced. You can trust us to get to the truth. Every single decision we make, every single day, must pass through this one filter – what does this mean for our readers?
This newspaper is written, sub-edited, printed, photographed and published online by people living in the very same city as you.
The Advertiser lives for South Australia and its people. It always has and it always will. And that is our commitment… We’re for you.
This ‘We’re for You’ business assumes the readership of all these papers (and The West Australian mimics it) are homogenous and share all the same views and interests. Just not true. So misguided.
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Great – maybe they can stop demonising minorities and printing blatant and refutable lies on the front pages too?
Also love to see them blow their own horn when we know their numbers and circulation are plummeting. Cuts left and right to the newsroom, The Advertiser has no full-time photographers or copy editors in-house (all outsourced or freelancers) so tell me how you’re for ME when your product is sloppy, and riddled with lies and fallacies?
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How often Do we see a headline critical of Trump in the Australian? The ‘you’ they refer to is Murdoch and friends.
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