Though there’s not much new under the Sun, Mr. Murdoch is hoping to fill a void his defunct News of the World paper left behind, 2 months ahead of schedule. But will this brand extension succeed — with readers, with advertisers, with journalists?
Advertisers will want reassurance that being associated with a radioactive brand is good for their business, as the UK arrests and ongoing US criminal investigations continue to plague News Corporation;
Sun on Sunday employees, including staff writers, will be concerned with insulating themselves from the serious scrutiny now being placed upon them by the Leveson enquiry, US and UK law enforcement agencies and the public at large;
Readers want to know the corporate culture has been cleaned so the stories they read have been developed legally and ethically.
Posted in Allyson Stewart-Allen, BrandTravel, Uncategorized
Tagged Allyson Stewart-Allen, International Marketing Partners, Murdoch, News Corporation, News of the World, News of the World paper, Rupert Murdoch, Sun on Sunday, The Sun on Sunday
Last night I was asked on BBC’s Newsnight, its influential current affairs television program, what Rupert Murdoch should do wearing his corporate diplomat hat given he’s now being pursued by a high-profile range of interested parties — UK Parliament’s Culture/Media/Sport select committee, London’s Metropolitan Police and the FBI who all are very interested in the extent of his company’s phone hacking and police bribery practices. Is Rupert Murdoch’s defiance going to be seen as a Tony Hayward moment, the former BP executive wanting his life back? Clearly his newspaper brands in the US and UK have a lot more defending to do, with the mere whiff of wrongdoing taking the shine off both News International’s share price and the levels of trust in its brands. The UK impact of this drama hopefully will result in not only a change in the privacy laws and regulation of the media, but will shine a bright light on the nature of British news media ownership and the dysfunctions that imbalances of market power bring. Stay tuned!
Posted in Uncategorized
Tagged Allyson Stewart-Allen, America, analysis, brand, BrandTravel, Britain, business, corporate diplomacy, crisis management, marketing, media, Rupert Murdoch, transparency