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Panpa Bulletin : July 2007
20 PANPA Bulletin July 2007 Forty three years after first hitting the streets, and with the unequivocal new message that it considers itself "The Heart of the Nation", News Limited has relaunched its national broadsheet flagship, The Australian, with a massive advertising campaign. Editor-in-chief Chris Mitchell says the new brand tagline, which has replaced the "Keeping the Nation Informed" label under the masthead, encapsulates perfectly what The Australian delivers. "It comes at the perfect time for the paper, which is the best incarnation of its life," he said. News management believes it is also the right time to be tapping into what it believes is an increasing demand for a more cosmo- politan and less parochial perspective, em- bracing national interests and a world view. Recent weeks have seen some noticeable, and unquestionably costly, expansions of The Australian's business and general cover- age, including the recruitment from Fairfax's national business newspaper, The Australian Financial Review, of columnist John Durie and other top writers. Durie had written the AFR's highly-regard- ed "Chanticleer" column for the past eight years, his second stint in that job. To be its business editor and drive its expansion of coverage, The Australian has re- cruited Andrew Main, who wrote the SMH's CBD column in the 1980s before moving to stockbroking in Sydney, Paris and London. He later wrote the "Street Talk" and "Rear Window" columns of the AFR. Main was part of the team which won the Gold Walkley in 2004 for an investigation into the Swiss bank account of Rene Rivkin, Trevor Kennedy and Graham Richardson. Coverage of Legal Affairs has also been stepped up under Chris Merritt, another former AFR writer. On the general news side, John Lyons, a former editor of the SMH and Washington correspondent for The Australian, has returned to the paper after four years as executive producer of the Nine Network's Sunday program. A whole raft of other new appointments has also been made, underpinning Chris Mitchell's claim that The Australian "has evolved into a truly national paper in all senses -- not just distribution, but its values, editorial representation and ability to set the daily news agenda." The new promotional campaign for The Australian, launched with television advertising on Sunday, July 22, is being supported by key TV sponsorships, online, cinema and executive channel advertising in major office foyers, outdoor at golf clubs and airport media. "Launch of the campaign comes at a time of great confidence in The Australian," said Alasdair Macleod, managing director, Nationwide News. "The Australian is in an excellent posi- tion with growth in circulation and stature. Under Chris Mitchell's leadership, the paper Relaunch of The Australian By Jack Beverley cover story Chris Mitchell www.theaustralian. com.au -- news platform in it own right In a further move to improve its posi- tion, The Australian has launched a new website, www.theaustralian.com.au. "The site has surpassed being a mere supplement to the paper and is a powerful news platform in its own right," says editor- in-chief Chris Mitchell. Sid Marris, 41, is taking on the new role of online political editor, making The Australian the first newspaper in the coun- try to have a correspondent concentrating on online coverage. Marris, a former Canberra chief and eco- nomics correspondent, will lead the push to bring online readers up-to-the-minute coverage of political events, particularly during the campaign. The Australian has also announced several other senior Canberra appoint- ments, boosting its coverage of politics and business ahead of the election. Mathew Franklin has been appointed chief political correspondent. Franklin, 42, is currently Canberra bureau chief and worked previously for Brisbane's The Courier-Mail as national political editor, national political correspondent and state political editor. Steve Lewis, 46, formerly chief political correspondent, has taken on the new role of national correspondent as part of The Australian's push to enhance its coverage of the interplay between business and politics. Patricia Karvelas, 29, has been promoted to the post of political correspondent. Karvelas has specialised in political report- ing related to indigenous affairs and social policy. She joins existing political corre- spondent Samantha Maiden in rounding up the political team. The Canberra bureau has also been reinforced by the appointment of Siobhain Ryan. Ryan, 37, has spent the past four years in China, most recently as a business reporter for Dow Jones in Shanghai. She worked previously for The Courier-Mail as an environment reporter.
August September 2007