‘The truth builds trust’ says News Corp in election-based promotion
News Corp Australia has launched its election-based marketing campaign, aiming to reinforce to readers its message that ‘The Truth Builds Trust’.
The new advertisements also hope to remind advertisers of News Corp Australia’s trusted journalism and ability to deliver on issues that matter most to readers.
News Corp Australia is reinforcing ‘The Truth Builds Trust’ message for the election
News Corp Australia is also touting the work of political commentators Andrew Bolt, Miranda Devine and Tim Blair, and the input of Sky News hosts Peta Credlin, David Speers and Paul Murray on metro and regional newspapers, in furthering the trusted reporting throughout the election campaign.
News Corp Australia’s chairman of the editorial board, Peter Blunden, said: “The breadth, depth and reach of News Corp Australia mastheads, digital and broadcast assets will give readers a complete view of the federal election.
“We’re telling the stories that not only inform our readers about what the parties and leaders are doing but also what these policies and announcements mean for them in the short and long term.
“There’s no doubt Australians’ appetite for political news will be ever growing in the lead up to the election, and people can keep up to date with coverage and analysis in our newspapers, on TV, or on the device of their choice, while they’re at home, at work or while they’re out and about.
“People will be turning to news sources and voices they can trust, which is why we’ll also be increasing our investment in The Truth Builds Trust marketing campaign.”
The campaign will run across TV, radio, press, outdoor, digital and social channels until the election on 18 May.
So, New Corp is going to try something different for a change!
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This is basically the equivalent of VW touting their honesty and trustworthiness to sell you a diesel.
That said, they are correct that the truth builds trust, which is exactly why most people don’t trust these papers in the slightest.
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Not sure that a “truth builds trust” catch phrase works well when your business model is based on stoking fear and loathing of anyone different to generate eyeballs….
Unless it’s some sort of satire piece…? no?
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If truth builds trust, News should start a lot of navel-gazing. The bias their publications display daily is embarrassing and an insult to the community. All very sad …
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I think its written to glue on subscribers. It demands belief in the first premise (they are truthful) to get to the second premise (they are worthy of the trust). If it made a non-subscriber think twice, and take up rose then its a ‘win’ but I think the fundamental here is preaching to the converted not converting by preaching.
If they wanted to reach out to the left, they’d have to be willing to write editorial aimed at the left. They can’t sell the product on the current editorial because its about as far from the truth as opinion can stray before it just becomes fiction.
It’s a shame, because I still think the journalists are world-class. It’s only the editorial board and opinion writers I have an issue with.
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