Warped View


Just arrived in our inbox has been information about how to advertise in a new publication what we thought was called called ‘Wirral View’.


“Not another local paper in the wake of the Council’s ‘Wirral Today’”  we thought to ourselves and then we looked a little closer and saw that the contact email address was  wtads@wirral.gov.uk

We presumed wtads is an acronym for Wirral Today advertising and Wirral View is the advertising arm of the operation or have Wirral Council hit upon a third title for their tawdry rag after Wirral Life and Wirral Today ?.   So although , curiously , the Wirral Council logo is nowhere to be seen Wirral View would appear to be the accompanying website and advertising arm of Wirral Today .

However astonishingly the blurb on the website states  :

“Wirral Council is looking at ways to raise income in order to sustain its services…….”

Two words come to mind when we read this : JUDICIAL REVIEW

We say this because we’ve all been led to believe that the rationale and justification for Wirral Today or whatever the newspaper is called was to communicate with the poor folk of Wirral who don’t receive the Wirral Globe, Wirral News, don’t buy the Liverpool Echo , don’t have access to the internet and are absolutely bursting with excitement at the prospect about hearing how wonderful Wirral Council  and its partners are. Who knows if they’re really lucky there might even be a word search and as IPSOS Mori identified that the Council were failing to connect with young women in particular there might even be a feature on Justin Bieber!.

We have often asked ourselves how they intended to fill 24 pages with self-promoting puff pieces and then we read that there are special mate’s rates – so no doubt we’ll reading how wonderful the Wirral Chamber of Commerce is as well.

Click to access Wirral%20View%20non-recruitment%20advertising%20rate%20card.pdf

Wirral View’s advertising policy states that all adverts must adhere to the codes of conduct laid down by the Advertising Standards Authority. This includes the requirement that marketing communications must be legal,decent, honest and truthful !.

We’re left wondering whether these standards will apply to the news content!. As this is a Wirral Council publication we won’t hold our breath!.

We also note that the first edition was due to be distributed from 17th October . As we haven’t received a copy at Leaky Towers and neither have our many sources we await the forthcoming edition of Wirral Today scheduled for 14th November.

Whilst we are looking forward to the first edition ,mainly due to the endless opportunities it will provide for satire , we can’t help shaking our head in wonderment at the warped view of Wirral Council who seem to  have forgotten they are a local authority with particular statutory responsibilities……and running a newspaper business isn’t one of them!.