My brother-in-law’s loyalty to his local paper isn’t exactly rock solid.
But he does it buy it from time to time – including, I’m glad to say, when I come to visit.
I say does. But it would be more accurate to say did.
He’s decided never to buy the Westmorland Gazette ever again.
Because of its front page.
News front pages ought occasionally to wind readers up: otherwise, what’s the point?
But this wasn’t news. This was advertising. Conservative Party advertising.
And it wasn’t just the Westmorland Gazette.
The fake front page that angered my brother-in-law and many of his friends was mirrored in a number of other regional papers last week.
Buzzfeed’s incisive political editor Jim Waterson has analysed the areas chosen for this election advertising blitz, which saw four-page wraps enveloping the conventional newspapers, covering up those titles’ real front pages in territory where the Tories hope to cause major upsets.
One of these is the politically-active town of Kendal, where Liberal Democrat leader Tim Farron’s Westmorland and Lonsdale seat appears to be in Tory sights.
It’s not gone down well, with more than 800 people signing a petition demanding the paper apologise for carrying the advertising.
There’s been condemnation from across the UK on Twitter, with an illuminating thread provoked by this tweet from Spectator editor Fraser Nelson.
Interesting that cash-starved local newspapers accepting ‘cover wrap’ ads designed to look like endorsements. This from North Staffordshire pic.twitter.com/eYPIS2NvrI
— Fraser Nelson (@FraserNelson) May 6, 2017
In a blog Nelson suggests the practice of running such wrap ads is as much fake news as anything dreamed up by the lie machines of some American websites.
Ironically, that same – much-abused – phrase was used by the organisation that represents all the papers caught up in this row when the News Media Association was trumpeting the independent reliability of its member publications last week.
The practice has been defended by the editor of the trade website Press Gazette, with Dom Ponsford arguing that titles cannot afford to turn down the business.
From a practical point of view, he’s right.
It looks as if the Conservatives will book more wraps between now and June 8 in a move that – because the advertising is generic – allows them to classify the spending as national (where the official ceiling is generous) rather than local (where there are more onerous limits).
Ad managers will be rubbing their hands with glee as the camera-ready ads catapult them towards their weekly targets.
Editors, I suspect, perhaps won’t be so happy.
For the last five years, they’ve had to roll over as wraps, partial wraps, takeover front pages and other wheezes play fast and loose with editorial space, with a mission creep that has rubbed out the red lines of old.
And they will be used to defending the sale of space to political parties inside their publications at times like these.
But what we’ve seen in the last week is something else.
This is Theresa May’s officials effectively buying the integrity and independence of regional titles which has been hard-won over decades and centuries – for the equivalent of 30 pieces of silver.
They know that many readers won’t see the ‘advertiser’s announcement’ caveat, but will believe the paper they rely on for an unbiased guide to life is suggesting they vote in a particular way. They know their message will be on display for several days on racks passed by thousands of people. And they know newspapers can’t afford to say no.
Dom Ponsford may be right that many of those now complaining about these wraps rarely buy the papers concerned.
But some, like my brother-in-law, do. Or, as I say, did.
It’s undeniable that papers need all the advertising they can get.
But they also need readers.
So they better hope money doesn’t come in one door only to disappear out of the next.
In the words of the investor, public speaker and entrepreneur Amy Rees Anderson: “Success will come and go, but integrity is forever.”