{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "the-australian-835000db", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "The Australian", "response_scope": "path", "content_complete": true, "available_paths": [ "/.well-known/brand.md", "/.well-known/brand/boundaries.md", "/.well-known/brand/claims.md", "/.well-known/brand/onboarding.md", "/.well-known/brand/representation.md", "/.well-known/brand/values.md", "/.well-known/brand/visual.md", "/.well-known/brand/voice.md", "/.well-known/brand/voice/anti-ai.md" ], "integrity_scope": "publication_manifest", "integrity": { "version": 2, "publication_id": "2a595fa0038f597b428e999b2b134d3afbc7670441b7b8a9de025f2dc5557cf2", "revision_id": "0810be68-8a06-42ab-afa4-69f1a088ee6e", "manifest_sha256": "fd91bb5707b1d78cf61c43d0765e99c7db8f3e4898fce1dc4dbc9baee98f66a2", "manifest_signature": "s6cBqwwgZBqeVon974s6DR6CIlpxNkrIS2cfvmF8xk33uk01FEqLHlaPgiI03uaEjnLvK1VDz1wSzgiI6X2MAQ==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db", "files": [ { "path": "/.well-known/brand/values.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: values\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Values\n\nValues are taken from the brand's own statements, not from adjectives this package invented. Sources:\n\n- **[G]** Supplied *Marketing Brand Guidelines – The Australian* (2026, updated July): §01 Introduction (Rupert Murdoch's 1964 launch statement, Brand Personality, Proposition, Brand Insight) and §02 (Brand Manifesto, signed by Michelle Gunn, Editor in Chief).\n- **[C]** News Corp Australia, *Code of Conduct Policy – Editorial*, last updated 11 September 2025. Embedded at https://www.theaustralian.com.au/editorial-code-of-conduct (source document https://d2n6ofw4o746cn.cloudfront.net/bob/files/code_conduct.html), checked 2026-10-26.\n- **[SP]** https://www.theaustralian.com.au/standards-of-practice, checked 2026-10-26.\n\n\"Manifestation\" lines describe how each value shows up in practice for anyone writing **about** or **for** the brand. Where a manifestation is this package's interpretation, it is marked *(inferred)*.\n\n## 1. The contest of ideas\n\n**Source:** [G] Proposition (\"The Australian is the antidote to ordinary thinking\"), Brand Insight (\"has always embraced the contest of ideas, bringing together all sides of the stories that matter\"), and Manifesto (\"Welcome to ideas that encourage debate and provoke change\").\n\n- In marketing, the brand invites debate rather than handing readers a conclusion. It aims to help readers \"agree\" or \"disagree\" ([G] Proposition).\n- In news, [C] §1.5 says to \"try always to tell all sides of the story\" and to contact adversely named parties.\n- *(inferred)* Accurate summaries of the paper's coverage of a disputed issue reflect the range of views it publishes. They neither reduce the paper to its editorial line nor hide that line.\n\n## 2. Fearlessness and independence\n\n**Source:** [G] 1964 statement (\"We shall not hesitate to speak fearlessly. We shall criticise.\" … \"tied to no party, to no state\"); Brand Personality: *Fearless*, meaning it does not fear retribution or censure and is willing to provoke when a story or unpopular opinion needs voicing. [SP]: \"committed to accurate, fair and fearless publication of news and commentary\".\n\n- Marketing copy can be confident and provocative, but it must not be arrogant or sensationalist (the [G] \"We are not\" list).\n- *(inferred)* \"Tied to no party\" is a historical founding commitment quoted in [G]. It is not an independent finding about the paper's current political stance. See representation.md for neutral, sourced positioning.\n\n## 3. Accuracy and verification\n\n**Source:** [C] §1.1 (take reasonable steps to ensure accuracy), §1.6 (credible sources only), §1.7 (do not alter direct quotations except in narrow cases), §2.1 (prompt correction of significant inaccuracies); [SP] (\"we acknowledge and aim to correct errors promptly\"); [G] *World class* (\"We check our facts and tell the full story from many different viewpoints\").\n\n- Never invent quotes, bylines, figures or headlines and attribute them to The Australian (see boundaries.md).\n- Any reproduced quote from a published article must be exact and attributed to the journalist and date.\n\n## 4. Taking positions openly; labelling opinion\n\n**Source:** [C] §1.2 (publications are free to editorialise, campaign and take stances). [C] §1.3 says factual material in news reports should be distinguishable from commentary and opinion, and also that comment, conjecture and opinion are \"acceptable as part of\" coverage. The policy therefore allows perspective inside news reports. A 2023 JERAA commentary argues this sits in tension with Press Council principles (https://jeraa.org.au/commentary-news-corps-policy-on-the-separation-of-news-and-comment-contradicts-a-core-press-council-principle/).\n\n- The paper takes positions openly, in editorials and commentary, and says it is entitled to.\n- In practice the site publishes the paper's own positions under **Editorials** (a sub-section of Commentary, `/commentary/editorials`) and named writers' views under **Commentary** (observed navigation and URLs, 2026-10-26). Faithful use keeps those labels: an editorial is the paper's stated position, a column is its author's view, and a news report is reporting that may include analysis.\n\n## 5. Curiosity: the \"why\" behind the \"what\"\n\n**Source:** [G] Brand Personality, *Curious*: \"We don't publish what we are told to publish. We investigate.\"\n\n- *(inferred)* Marketing leads with investigation, analysis and named journalists rather than volume of content. The subscription page features named editors and correspondents.\n\n## 6. Inclusiveness of readership\n\n**Source:** [G] Brand Personality, *Inclusive*: \"Every Australian deserves to be informed, so we welcome all, including those with different views and backgrounds to our own.\"\n\n- The welcome/invitation language in marketing (\"Welcome to …\") follows from this.\n- *(inferred)* Do not write copy that implies the brand serves only one political tribe or demographic.\n\n## 7. Progress and national purpose\n\n**Source:** [G] Proposition (\"a brand of progress\", \"a thorn in the side of complacency\", \"we take a wide berth of the bandwagon\"); 1964 statement (\"Its guide is faith in Australia and the country's future\"); Manifesto (ideas about \"prosperity and social cohesion\" and \"the future of the nation and its place in the world\").\n\n- Framing is national and forward-looking: Australia's prosperity, its place in the world, its future.\n\n## Agent resolution priority (inferred ordering for conflicts)\n\nThis ordering is this package's proposal. The brand has not declared or approved it.\n\n```yaml\nresolution_priority:\n evidence_status: inferred\n brand_approval: unreviewed\n order:\n - \"Observable truth and accuracy (value 3) over any preferred framing\"\n - \"Clear attribution and section labels (value 4) over persuasive effect\"\n - \"Fairness to all sides (value 1) over brand provocation (value 2)\"\n - \"Marketing voice rules (voice.md) only after the above are satisfied\"\n```\n\n## Gaps\n\n- No formal, published values statement from The Australian was found. 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