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WaPo scrapped campaign after MS NOW used ‘We the People’ tagline: report
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The Washington Submit was reportedly unveiling a brand new advertising marketing campaign tied to the U.S. Structure final yr, till the paper’s leaders encountered a significant drawback: the slogan was already in use.
The Submit deliberate to launch a marketing campaign to focus on its connection to America with the slogan “We the Folks” Semafor. However earlier than the newspaper debuted the brand new adverts, MS NOW went reside with the very same concept.
MSNBC formally modified its identify to “My Supply Information Opinion World”, or MS NOW, on November 15 as a part of a rebranding after Comcast spun off its cable enterprise into a brand new firm known as Versant. The brand new firm launched a multimillion-dollar promoting marketing campaign, together with the slogan “We the Folks.”
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The Washington Submit was reportedly unveiling a brand new advertising marketing campaign final yr, till the paper’s leaders encountered a significant drawback. (Kevin Carter/Getty Photos)
“The MS NOW marketing campaign and its huge finances compelled the Submit to place its marketing campaign on maintain,” Semafor reported.
The Washington Submit didn’t instantly reply to a request for remark.
The failed try at a slogan report got here a day after Washington Submit CEO and writer Will Lewis introduced he can be stepping apart amid widespread criticism over the best way he dealt with mass layoffs on the firm.
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William Lewis, former writer and CEO of the Washington Submit. (Elliott O’Donovan for The Washington Submit by way of Getty Photos)
Lewis confronted intense backlash for his absence when Washington Submit editor-in-chief Matt Murray was tasked with asserting sweeping layoffs on Wednesday that affected a 3rd of all workers. Lewis sparked much more backlash towards him following the firings after he was fired spotted throughout a pre-Tremendous Bowl occasion Thursday in San Francisco.
“After two years of transformation at The Washington Submit, that is the fitting time for me to step apart,” Lewis stated in a memo to workers on Saturday. “Throughout my tenure, tough choices have been made to safe The Submit’s sustainable future in order that it could possibly ship high-quality, impartial information day-after-day to thousands and thousands of consumers for years to come back.”
Whereas the “We the Folks” slogan debacle is only a fluff in the case of Lewis’ far-flung tenure on the Submit, Semafor famous that it highlights the paper’s “incapacity to suppose creatively.”
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The preamble to the U.S. Structure begins with the phrases “We the Folks.”
“The newspaper’s new slogan was so unoriginal that one other politically centered information media firm in want of a rebrand had the identical concept however executed sooner with extra money,” Semafor wrote.
In an interview with Fox Information Digital earlier than Lewis stepped apart, Murray defended the best way the layoffs had been dealt with.
“Will has been working intently with me on this for a very long time,” Murray stated of Lewis. “And there have been a number of issues that the corporate was doing that Will was doing all around the firm that I wasn’t. He had a number of issues to handle at this time.”
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Joseph A. Wulfsohn of Fox Information Digital contributed to this report.