Simple ideas are always the best.

Now if they had only kept it to 30 seconds...

So sorry...we're losing our readership.

With newspapers folding (pun intended) left and right, the Evening Standard of London is trying a campaign of apologies to woo back readers. It also promises a slightly less conservative viewpoint, to appeal to a broader audience.

It began as a "teaser" campaign to get heads scratching, though the type is from their masthead. They eventually added a small logo to make it clear just who was sorry.

Not sure if it'll work long term, but they certainly got people's attention.

Wonder if they ran any newspaper ads...?