With the closure of the News of the World sending shockwaves across the media establishment, Political Scrapbook is proud to have played a significant role in making life impossible for those companies that wanted to advertise with Murdoch’s Sunday tabloid.
In concert with Liberal Conspiracy, we were at the forefront of efforts to hit the dead-schoolgirl-hacking newspaper where it hurts: in the pocket. Hitting the phones to dozens of companies, our rolling live blog became the document of reference for the advertiser boycott of the paper. We were repeatedly contacted by corporate communications departments asking us to update our list to reflect their softening lines and U-turns.
This campaign culminated today with a relentless focus on the paper’s biggest spending advertisers, which were besieged by hundrends of complaints using our digital campaign tool which went live at midday. It wasn’t long before we received pleading emails asking us to call off the digital dogs.
Late this afternoon, Brand Republic reported that all advertising had been dropped after the tally of backers was reduced to just four. Thirty minutes later Rupert Murdoch pulled the plug.
But while we’ll enjoy this evening we won’t be losing perspective.
Plans are well underway for News of the World Mk II — with Rebekah Brooks still pulling the strings.