Evening Standard says Sorry

Sorry for being negative. Sorry for being complacent. Sorry for being predictable. Those are some of the messages Londons Evening Standard is sending to readers via a brand-new advertising campaign designed to highlight the newspapers recent re-launch.

Sorry for losing touch.... Sorry for being negative.... Sorry for taking you for granted.... Sorry for being complacent.... Sorry for being predictable.... Those are the messages the London Evening Standard newspaper is sending to readersand potential readersvia a brand-new advertising campaign designed to highlight the papers May 11 re-launch.

Give the Evening Standard credit for being bold, admitting to its previous failings in an attempt to attract attention to its radical new look, which is fresh, modern and forward-looking, according to new editor Geordie Greig. Because lets face it, no amount of new sections and new writers is going to be enough to completely turn around a major market newspaper in this day and age, especially one that is supposedly guilty of being too negative, not celebratory enough and guilty of failing to cater [to] the capitals needs.

Still, it seems like a spectacular risk for a newspaper to equate itself with failure [one of the five new ads is pictured above, with the remainder available on the Guardians Web site]. Its one thing for a cough syrup to highlight its negative attributes, but quite another for a major newspaper to admit to failing its readers (beyond isolated and clearly-defined instances, of course).

At any rate, Londoners will have the opportunity to check out the new-look paper for freefor one day only. The rest of us will have to be content to check out the papers new Web site, which promises to make it easy to find the latest updates and best analysis of [the] city anywhere on the Internet.

Im guessing the newsroom at the Evening Standard is currently buoyed by the potential promise of a brighter futurethat today really will be a new beginning ... as Greig has pronounced. But Im reminded of a line from Semisonics smash hit song Closing Time, in which singer Dan Wilson intones: Every new beginning comes from some other beginnings end.

Sorry Greig, but more than likely, well look back on this new beginning as the beginning of yet another ending.