For some it might seem a risky policy in an age when regional and local newspapers are under immense pressure but the Evening Standard's editor Geordie Greig has decided to challenge the paper's critics head on.
Responding to a survey which told the paper that Londoners considered the paper to be too negative, not celebratory enough and guilty of failing to cater for the capital's needs,he has launched a campaign aimed at saying sorry.
Public transport in the capital will now be carrying banner adverts saying sorry for losing touch, sorry for being negative, for taking you for granted, for being complacent and for being predictable.
Perhaps this is a portent for all regional and local papers who could well be accused of the same crimes that the Standard has put its hands up to?
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