st1\:*{behavior:url(#ieooui) }
Wadley, who was speaking to MediaGuardian, is furious at the Standard's 'Sorry' ad campaign, which she thought "humiliated" the paper's staff and insulted its readers.
Wadley said: "The new management seems to think that a paper should be edited by self-serving market research -- and the Pravda-style promise of good news is an insult to the intelligence of its readers."
The Standard's daring print ad campaign, created by McCann-Erickson, apologised to Londoners for losing touch, taking them for granted, and being negative, complacent and predictable.
All of the executions began with the word "sorry".
Wadley told MediaGuardian: "London is laughing at this ludicrous campaign. Saying 'sorry' for the past smacks of a Soviet courtroom 'confession'.
"'Sorry' has all the hallmarks of a KGB-style smear campaign. It denigrates the judgement of 500,000 loyal readers."
The Standard launched the campaign in response to market research, commissioned by the newspaper's new editor, Geordie Greig, who believed Londoners thought the paper was too negative.
The paper relaunches today as the London Evening Standard with a new design and masthead and a redesigned website, including new blogs and a Twitter feed.
To mark the event, 650,000 copies will be given away free today.
Greig said: "London is the best city and we intend to celebrate it.
"We want to reconnect with the greatest city in the world and we are prepared to fight for what is best for London and Londoners.
"We are going to be more upbeat, more representative and more positive."
A 'promise' ad campaign telling readers what they can expect from the new Standard launches today, replacing the 'sorry' campaign.
Comments
I disagree with Wadley. I really appreciate the angle of apologising for previous editorial. I didn't buy the Standard based on their doomsday headlines. I'm much more interested in good content that's interesting and valuable to me as a Londoner. And not how likely it is I'm about to die in the next 5 mins due to swine flu, terrorism, knifings, pollution etc.
Totally agree with you Jennifer. The world is not about to end but you'd believe it if you read the old style Standard every day.
My message to the new regime - don't flinch from reporting bad news, but drop the doomsday spin
The thing is, Vicky, that I would not buy the Tory-doom-fest-rag you created and now I do. As to the ads, there are pro's and con's, but at least I can now pick up the Standard without feeling unclean.
It is the dooms day news agenda that bugs me. Like the stories it was carrying at the height of swineful. It is bad journalism and bad publishing.
John M - 11/05/2009
While the Standard's ad campaign is contentious, Wadley's claims look a little bit desparate. 'Pravda... KGB ... Soviet courtroom' - how many Soviet cliches can she get into one comment?
Aside from the message behind the ad campaign, a key problem now is the integration of the campaign with the new-look paper. The Standard has just launched its campaign which doesn't mention the paper's name and is predicated on consumers recognising the Eros logo and their old masthead font - but the new masthead features neither of these. How will the campaign work now?
Wadley talks on behalf of Lonodoners - this is actually what many do in the industry. I agree with the management decision for the ad.
Wadley should have tried talking on behalf on Londoners when she edited the paper. At least now it has London in title.
This is indeed 'good news.' Evening commuters may read it without self-harming afterwards. Enough of the shock schlock.
has anyone actually read today's standard. utter toss. headline about some old codger and his divorce, then moaning about MPs expenses. The promise and the product are miles apart. As anyone would have expected...
Pointless strategy, ridiculous editorial stance and a weak response to their problems... seems a bit Abbey National 'turning banking on it head' to me - ring any bells? They spent 3 times as much on marketing their changes, as making changes. Such a weak stance - and this relaunch could have been epic for such an icon of the news industry.
Oh boy do i hate that new three deck logo. WTF were they thinking. terrible. Now it looks like a crappy freesheet.
Comments
Jennifer Bennett - 11/05/2009
I disagree with Wadley. I really appreciate the angle of apologising for previous editorial. I didn't buy the Standard based on their doomsday headlines. I'm much more interested in good content that's interesting and valuable to me as a Londoner. And not how likely it is I'm about to die in the next 5 mins due to swine flu, terrorism, knifings, pollution etc.
Will Callaghan - 11/05/2009
Totally agree with you Jennifer. The world is not about to end but you'd believe it if you read the old style Standard every day. My message to the new regime - don't flinch from reporting bad news, but drop the doomsday spin
sue turner - 11/05/2009
The thing is, Vicky, that I would not buy the Tory-doom-fest-rag you created and now I do. As to the ads, there are pro's and con's, but at least I can now pick up the Standard without feeling unclean.
Gordon Macmillan - 11/05/2009
It is the dooms day news agenda that bugs me. Like the stories it was carrying at the height of swineful. It is bad journalism and bad publishing.
John M - 11/05/2009
While the Standard's ad campaign is contentious, Wadley's claims look a little bit desparate. 'Pravda... KGB ... Soviet courtroom' - how many Soviet cliches can she get into one comment? Aside from the message behind the ad campaign, a key problem now is the integration of the campaign with the new-look paper. The Standard has just launched its campaign which doesn't mention the paper's name and is predicated on consumers recognising the Eros logo and their old masthead font - but the new masthead features neither of these. How will the campaign work now?
werwr wrwerwewr - 11/05/2009
Wadley talks on behalf of Lonodoners - this is actually what many do in the industry. I agree with the management decision for the ad.
Gordon Macmillan - 11/05/2009
Wadley should have tried talking on behalf on Londoners when she edited the paper. At least now it has London in title.
ROSS FURLONG - 11/05/2009
This is indeed 'good news.' Evening commuters may read it without self-harming afterwards. Enough of the shock schlock.
Kate Ritchie - 11/05/2009
has anyone actually read today's standard. utter toss. headline about some old codger and his divorce, then moaning about MPs expenses. The promise and the product are miles apart. As anyone would have expected...
Gellan Watt - 12/05/2009
Pointless strategy, ridiculous editorial stance and a weak response to their problems... seems a bit Abbey National 'turning banking on it head' to me - ring any bells? They spent 3 times as much on marketing their changes, as making changes. Such a weak stance - and this relaunch could have been epic for such an icon of the news industry.
James Walters - 14/05/2009
Oh boy do i hate that new three deck logo. WTF were they thinking. terrible. Now it looks like a crappy freesheet.