The Australian Financial Review has launched the second stage of its revolution campaign, promoting an editorial investment which aims to put the title at the forefront of national discourse.
The campaign, created by JMK Advertising, kicks off with a four page cover wrap of today's paper. It is bookended by the first part of the revolution campaign, which re-jigged the price of access to the paper online, and the third part of the campaign termed 'experience', which is the iPad launch in April.
The campaign follows a change at the end of February to the editorial structure of the paper that AFR editor-in-chief Michael Stutchbury claimed needed a shake up.
The Financial Review Group chief executive Brett Clegg said: “We are unashamedly waving a flag at the kind of reinvigorated paper we are now putting out. This campaign is about making a very forceful and robust statement that we are back in the game and setting the national discourse.
“We intend to be more bold and assertive in our coverage and commentary. So this is an editorial revolution, just as we revolutionised our pricing structure in December.”
The campaign to support the new editorial direction continues the revolutionary theme launched last year: "First we revolutionise the price. Now we are revolutionising the agenda."
Clegg acknowledged that over the past five or more years the visibility of the AFR has waned and called on the campaign to push the paper to a more vibrant role in both the political and business debate.
Stutchbury agreed: “We will raise the level of debate and create an agenda that welcomes change and seizes opportunities that ultimately will shape our readers wealth, careers and investment decisions. We're making the changing economic and political landscape our agenda because we believe it's the nation's agenda.”
Visually, the campaign will feature an illustration in the style of a revolutionary propaganda poster, depicting some of the major national economic agendas the AFR will address in 2012.
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