Writing

Stick It Up Your Punter!: The Uncut Story of the Sun by Peter Chippindale, Chris Horrie

By Peter Chippindale, Chris Horrie

Newly up to date to 2012 and the Leveson Inquiry, Stick It Up Your Punter! is the vintage tale of the Sun newspaper, its half within the upward push of Rupert Murdoch's company empire, and the extreme position it got here to play in British society and politics. From Murdoch's buy and rebranding of the outdated loss-making Sun in 1969, in the course of the soaraway-successful and sometimes scandalous years of luck lower than foul-mouthed editor Kelvin MacKenzie, to the 'phone-hacking' shame of 2012 which positioned Murdoch's enterprise affairs below scrutiny as by no means ahead of - this can be the tale of the paper that, for higher or worse, redefined 'tabloid journalism'.

'[This] anarchic account... can be a script for Carry On Up Fleet Street.' Alan Rusbridger, Guardian

'The funniest booklet of the 12 months, probably of the decade.' Times

'Splendidly racy.' Economist

'A tale which social and political historians of the 20 th century won't locate effortless to ignore.' London assessment of Books

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Cut down on the circulatory system. Especially, reduce the number of proofs that get circulated. How? By analysing why there is usually more than one proof. You'll find it's linked to two things - too many people involved (see above), and no set procedure to ensure all the information is there, and right, where and when you want it (see MANAGING LABELLING again). 4. Printing pressure Negotiate better discounts with printers (see PRINTERS). Do they want your business or not? One company I know is regularly held to ransom by their printers, when in fact without them, the printer would go bust.

I call it common sense. CONTENTS & INGREDIENTS What does the user need to know? Companies like to play games with pack contents. Here are some of them. Game One. See how many customers you can fool by reducing the average contents while keeping the price the same. Companies think this reduces their costs, but in fact it does two things - first, it reduces customer respect, and second, it increases relative pack cost. Net result - increase in costs, decrease in sales. What would happen if you did it the other way around?

What does the customer want? The customer wants a 'good' label? But what is a 'good' label? Only one way to find out. Ask them. Oh dear, now we're in trouble. Got to go and talk to customers, who are not very bright, want something for nothing, want the product to use itself without having to read anything. Yes, many companies still have this attitude towards the people who pay their salaries. Even if you're not one of them, you're probably making assumptions about what customers want based on market surveys about the product, not the label.

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