I have to admit to being rather impressed by the
Independent's new Media Weekly supplement this morning. I was expecting something on the lines of their property, motoring etc supplements that are just a few pages of editorial surrounding advertising, but this had a quite impressive range of articles in it, though they'd sensibly advertised the big names they've got for it as regular columnists - Greg Dyke,
Kelvin Mackenzie and Matthew Norman. However like the Guardian, which has now hidden most of Media Guardian behind subscription, a lot of it doesn't seem to be available on the web. Or if it is, it's lost somewhere in the maze of the
Indy's web site.
It certainly seems to be a well-aimed shot in the war between the
Independent and the
Guardian, taking on one of the Guardian's big supplements and delivering something that, to me, seems definitely superior in terms of editorial, though still obviously lagging behind in terms of job ads. However, that's not as much a weakness as it may seem in terms of attracting new readers as many of the Guardian's jobs are in other trade papers (
Broadcast etc) or on
their own jobs site and if the Indy can keep up this level of editorial content consistently, the gap between the two papers could be below 100,000 very soon and that would cause a lot of worries in Farringdon Road.
The new supplement did its job well in generating a headline for the main paper (and perhaps other papers as well) not only getting the first interview with
Daily Mail chairman Viscount Rothermere (his own paper would have interviewed him, but he doesn't look too good in a dress, and he has no weight loss tips) but the statement from him that the
Mail may not support the Tories at the next election. Of course, we all know it will, but it allows it to flirt with UKIP, try and Blunkettize Labour even more before saying 'vote Tory'.
Still, it got me thinking about who the papers will be backing at the next election. One can pretty much assume that the
Telegraph (and, most likely, the
Mail) will be backing the Tories while the
Independent seems likely to back the Liberal Democrats (though it'll probably be in a Kelner-penned editorial that makes Peter Preston's old
Guardian ones look like models of clear, decisive reasoning) but what of the others? Which way will Desmond push the
Express and the
Star? Will the
Sun keep backing Labour (or just Tony Blair?)? Can a Piers Morgan-less
Mirror back Labour? And what way will the
Guardian go? Have your say in the comments and, should anyone be interested, we can come back to it at the next election and see if anyone got it right.