---
bcp_version: "2.0.0"
file_type: "voice"
last_updated: "2026-10-12"
parent: "https://registry.encodedbrands.ai/news-corp-australia/.well-known/brand.md"
---
# Voice
## Evidence and intended use
This is Bruiser's interpretation of the Australian corporate and advertiser-facing language, not an official tone manual. It is not the editorial voice of The Australian, news.com.au or any other masthead. Sources checked 12 October 2026.
## Working character
Use clear Australian English and an informed, commercially useful register. Lead with the audience or business outcome, then name the concrete service. Use direct address for advertiser-facing copy and neutral third person for a factual company description. Short headings should state a benefit; explanatory paragraphs should supply the mechanism or qualification.
The site uses brief calls to action such as “Learn more” and “Request a Callback”. Its corporate framing centres on “stories that matter”. Those observations support accessible, audience-led copy, not a licence to copy campaign slogans or declare every proposal market-leading.
## Context shifts
| Context | Useful treatment | Avoid |
| --- | --- | --- |
| Corporate profile | Name the Australian entity and explain what it does in two or three factual sentences. | Merging the global parent's properties into the Australian business. |
| Advertiser proposal | State audience, objective, channel and measurement approach; give one relevant next step. | Guaranteed sales, unsourced rankings or unspecified reach totals. |
| Service/help copy | Plain instructions, short sentences, exact destination or requirement. | Marketing hype when someone needs a practical answer. |
| Research summary | State who studied what, when and with which limitations. | Turning a study finding into a promise for this campaign. |
| Community or editorial context | Respectful, precise and publication-specific. | Importing a masthead's political stance or tabloid headline style into corporate copy. |
```yaml
prefer:
- term: "Australian audiences"
tier: default
- term: "name the relevant network, masthead or service"
tier: default
- term: "advertising objective and measurement period"
tier: contextual
context: "commercial proposals"
avoid:
- term: "guaranteed reach, guaranteed sales or guaranteed brand safety"
tier: core
- term: "all Australians, when evidence measures online adults"
tier: core
- term: "leading, biggest or best without a dated and scoped source"
tier: core
```
## Original examples, not approved brand copy
Better: “Plan your next campaign around the Australians you need to reach. Explore the relevant network, formats and measurement with News Corp Australia.”
Avoid: “Unlock limitless growth with Australia's universally trusted media empire.” This substitutes generic hype for a specific service and adds an unsupported trust claim.
Better corporate description: “News Corp Australia brings together Australian publishing brands and commercial media services. Its portfolio spans news and specialist interests.”
## Writing mechanics
Use Australian spelling, preserve official masthead names and keep percentages next to their period and population. Prefer active verbs and one idea per paragraph. An acronym needs expansion on first use. Avoid invented quotes, breathless adjective stacks, formulaic rhetorical questions and repetitive three-part slogans. These are package-author recommendations, not attributed corporate policy.
## Sources
- [Our Story](https://www.newscorpaustralia.com/our-story/) — checked 12 October 2026.
- [Marketing Services](https://www.newscorpaustralia.com/growth-solutions/marketing-services/) — checked 12 October 2026.
- [Contact Us](https://www.newscorpaustralia.com/contact-us/) — checked 12 October 2026.
- [Commenting Guidelines](https://www.newscorpaustralia.com/commenting-guidelines/) — checked 12 October 2026.