Sun-Herald to relaunch with Annabel Crabb column and ‘Sunday states of mind’ slogan

sun herald new mastheadFairfax Media’s Sunday Sydney tabloid The Sun-Herald is to launch next week with what appears to be a move from a red to blue masthead and the return of Annabel Crabb as a columnist.

The newspaper today published a cover wrap promoting next week’s relaunch which has the slogan “For your Sunday states of mind”.

It also revealed that Crabb’s new column would start next week.

Crabb left the Sydney Morning Herald for The ABC in 2009.

The revamp for the Sun-Herald comes shortly after a disappointing set of Audit Bureau of Circulations numbers which saw the paper’s sales fall the most out of any metro or national weekend title in Australia – dropping by 8.17% to 406,470.   

Rival title, News Limited’s The Sunday Telegraph circulates 618,950.

Although it is not clear  which section will contain Crabb’s column, the Sunday Life magazine – also inserted in the Sunday Age in Melbourne – has been getting by with “summer columnists” since the departure of Mia Freedman and Sarah Wilson about three months ago.

A further ad inside the paper promises readers “A new Sunday newspaper experience starts next week”.

Sun-Herald new experienceUpdate: Monday saw the promotion campaign with a further two ad executions in the Sydney Morning Herald. One ad suggests to readers:

sun-herald somalisDepending on your mood, you could let your mind rummage through the remains of a nation ravaged by twenty years of civil war. Or let it negotiate the pros and cons of trying to keep a continent afloat. Then again it may just want to curl up on the couch and watch a farmer wants a wife. Whatever its state of self, there’ll always be something to keep you entertained.”

A further ad contrasts Benjamin Franklin, Benjamin Netanyahu and Benji Marshall.

smh benjamins


The campaign – created by Whybin/TBWA/Tequila – is also being backed by outdoor, radio and a TV ad which breaks tomorrow. The outdoor work:

herald wests

sun herald clover moore sun herald somalissun herald afghanistansun herald gfcsun herald downing street


  • Agency: Whybin/TBWA/Tequila
  • Gavin McLeod: Creative Director
  • Richard Shaw: Copywriter
  • Asheen Naidu: Creative Group Head
  • David Brady: Creative Group Head
  • Peter Fitzhardinge: Commander
  • Bryony Marks: Account Director
  • Kat Webb: Project Manager
  • Amelia Babos: Project Manager
  • Kristy Fransen: TV Producer
  • Simon Holdaway: Print Producer
  • Michael Kavanagh: Digital Producer

sun herald west bankNote: To avoid confusion in the comment thread below, the Wests Tigers ad was originally supplied with a typo. Fairfax media says that it was an early version that was sent across.


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