Yesterday, the Co-op performed the first high profile U-Turn, reversing their position in response to a growing campaign of disappointed customers and members. Boots too shifted from a “no comment” to an “awaiting more information” position, noting that they “listen to their customers carefully.”
Morrisons have softened their position, but not a lot. Speaking to Political Scrapbook this morning they confirmed that while they didn’t have any advertising in this Sunday’s paper, they didn’t have any planned in the first place.
All day yesterday they stood firmly behind the rag, telling us: “Our position is very clear. We will continue to advertise in the News of the Wold.”
Similarly, Procter & Gamble, who own big brands including Clairol, Max Factor and Pringles, said today that while they have no advertising in this weekend’s paper, they do have advertising in the pull out magazine, Fabulous. This was unavoidable, as the magazine has already been printed.
P&G’s advertising spend in the NOTW was estimated to be £1.3m from January to May 2011. They continue to “consider their options.”
So far public pressure, be it on Twitter, Facebook or by phone and email, has caused 21 companies to distance themselves from the Screws in a little over 24 hours. We expect many more to move from the “Considering our position list” to the “Out” list over the course of today, and you can follow developments at our live-updated list.
The one list nobody wants to be on will be drawn up on Sunday morning, when we’ll know who isn’t bothered about having their brands associated with hacking the phones of murdered teenagers and victims of terrorism.
As it stands the only business definitely on that list is….BSkyB