File 3 - The Observer Flight

1 VHS and 1 mp4 file (169.7 MB)

Promotional film for the Observer shown to prospective advertisers following changes to the format of the newspaper.

Features commentary from Donald Trelford, Nicholas Morrell and Reg Sudbury. Also features background music.

Contains footage of: the interior of an airplane cockpit; the exterior and interior of the Observer offices at St Andrews Hill; staff at work.

Topics covered in the film: the history of the paper; the need for the newspaper to makes changes ('Newspapers change or they die'); maintaining the independence of the paper; sales figures and profits being made; the evolution of the newspaper; the launch of a separate business section; the launch of a separate sports section; notable journalists; cartoonist Trog; new sections of the Observer magazine including a new business publication Extra Observer on Monday, a practical guide to family finances; special features including the Observer guide to European cookery by Jane Grigson; target audiences and the opportunities for advertisers; the expanded business section; the benefits of positioning advertising next to sports writing; the new format; the challenges facing the Observer in 1982 and competition with other newspapers; advertising the new Observer on television; a national poster and magazine advertising campaign; and an invitation for comments from advertisers on their reaction to the new format.

The film also mentions and shows images of editorial staff including: Business editor William Keegan and new business pages recruits Melvyn Marckus, Iain Carson and John Davis; Katharine Whitehorn and her Sunday Plus column; Paul Levy, food and wine expert; sports writers Peter Corrigan, Hugh McIllvanney, Christopher Brasher, Peter Dobereiner, Judy Welsh, Glenn Thomas and photographer Eamonn McCabe.

Duration: 14 minutes 19 seconds. Starts at 48 seconds.

Creator: The Observer Limited, 1917-1993

Creator: VISNEWS broadcast facilities

Access via GNM Digital Repository.