When it comes to sheer irredeemable naffness, there’s little to
beat the free customer ’newspapers’ produced by the likes of local
authorities and utilities to get their thinly disguised propaganda
across to customers.
To the publishing trade, such journals often take the form of blow-ins.
They are so-called because they are mechanically ’blown’ inside a real
paid-for newspaper or magazine - not because commuters usually just let
them fall out of their papers to blow all over the carriage floor.
Needless to say, most of these publications are usually produced as part
of more complex campaigns to win new business. Sometimes, they even seem
to be used to canvass likely response to vapourware - products or
services which so far do not even exist.
But, as always, the devil is in the detail, and too often the essence of
the message is lost in the execution. Deadlines loom, all the best
contract writers and publishers are booked up - and before you know it,
the entire office is pressed into service and the dreaded freesheet
newspaper style rears its ugly head.
Now, I daresay the picture I have painted may not accurately describe
the latest inferno of leading edge vanity publishing that is London
But do join me on page one of their latest edition as we meet smiling
customer Rose Perry of Dartford (wearing a hard hat) pictured with her
grinning daughter Diane (wearing William Hague-style baseball cap) and
holding between them a three-foot long pair of scissors to publicise the
imminent arrival of the deregulated gas market.
’When my daughter and I found out about the huge savings we could make
on our gas bills, we jumped at the chance,’ comments Rose Perry.
Turn to page three, however, and there’s Liz Hodges (fully dressed) who
it seems was the first domestic gas customer to sign an independent
contract in April last year. Says Liz: ’When I realised the savings I
would make, I jumped at the chance.’
So two customers not only spontaneously jumping, but using almost the
same words as well. Remarkable.
Pedantic readers of London Electricity Focus might also have noticed the
company’s commercial director pictured on a motorbike, but not wearing a
At my work, we have a weekly paper packed with exciting job vacancies
and small ads - plus the essential guide to the BBC’s very latest
central management initiatives. The fact that many ungrateful employees
still insist on dubbing it Pravda is, of course, nothing more than a
sign of a long tradition of healthy journalistic scepticism. Once a
year, a group of staff are even allowed - and funded - to vent their
feelings and produce their own scurrilous edition. It’s a form of
organisational therapy which more companies ought to try - even at the
risk of the boss being pressed three times to justify his pay
Nigel Cassidy is business correspondent of Radio 4’s Today programme.