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.