Newspaper coverage on new PM
See how Australian newspapers covered this historic event.
THE change in Australian Prime Ministers has been a big event for local newspapers, with many going all-out with special afternoon editions, front pages and wrap-arounds.
Last Thursday, Julia Gillard successfully challenged Kevin Rudd for the leadership of the Labor Party, becoming Australia’s first female Prime Minister.
The Illawarra Mercury went with an entire red front page playing on Julia Gillard’s hair colour and image, and melding it with the famous Redhead Matches brand.
“We knew that there was going to be a lot of photos of Gillard so we thought , ‘what can we do to give us a point of difference, a change of pace on one of the most momentous days in Australia’s history,” said Stuart Howie, editor of the Illawarra Mercury.
“Our Chief Photographer, Kirk Gilmour, suggested that we should play on the Redhead Matches brand and Gillard’s red hair. So our graphic designer, Rob Coombs, drew it freehand and the image danced on the page.
“It is too early to see if it has affected circulation but we have received great feedback from readers, and from other media.”
In Melbourne, Victoria, staff at the Herald Sun got by on “four hours sleep” to put out a special afternoon edition, according to editor-in-chief Phil Gardner. He said that they had prepared several different special editions that day, in case Ms Gillard didn’t win the leadership challenge.
“We probably prepared the Julia Gillard one a bit harder. We knew that Gillard was almost certainly going to win, and the first woman PM is one of the momentous decision in Australian politics.
“People will turn to newspapers when there’s a big story like this. We’ve achieved massive numbers online, and sold out a special edition of 20,000 papers,” he said.
Advertisers were quick off the mark as well, placing topical ads in newspapers within 24 hours of the event. For more information, go to Advertisers vote for press.