{ "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": "full_tree", "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.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: root\nbrand_name: \"The Australian\"\npublication_profile: registry_backed\ncanonical_bcp: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\nregistry_mcp: https://registry.encodedbrands.ai/mcp\nregistry_handle: \"the-australian-835000db\"\ntree_version: \"0.1.0\"\nlast_updated: \"2026-10-26\"\nwebsite: \"https://www.theaustralian.com.au\"\ndefault_locale: \"en-AU\"\nsupported_locales: [\"en-AU\"]\ncategory: \"national daily newspaper and news brand\"\nheadquarters: \"Sydney, NSW, Australia\"\nmarkets: [\"AU\"]\nfounded: \"1964\"\nsource_coverage:\n status: partial\n sources:\n - \"Supplied document: Marketing Brand Guidelines – The Australian (Brand Guidelines 2026, updated July), received 2026-10-26\"\n - \"https://www.theaustralian.com.au/ (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/standards-of-practice (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/editorial-code-of-conduct (checked 2026-10-26)\"\n - \"https://d2n6ofw4o746cn.cloudfront.net/bob/files/code_conduct.html (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/subscribe/news/1/ (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/commentary/editorials (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/nation/politics (checked 2026-10-26)\"\n - \"https://www.theaustralian.com.au/author/michelle-gunn (checked 2026-10-26)\"\n - \"https://www.newscorpaustralia.com/brands/the-australian/ (checked 2026-10-26)\"\n - \"https://www.roymorgan.com/findings/10322-australian-newspaper-print-readership-and-cross-platform-audiences-june-2026 (checked 2026-10-26)\"\n - \"https://presscouncil.org.au/wp-content/uploads/2025/10/APC-Constituent-Bodies-2025.pdf (checked 2026-10-26)\"\n - \"https://www.mediaweek.com.au/editor-in-chief-michelle-gunn-on-the-australian-at-60-past-present-and-the-future (checked 2026-10-26)\"\n - \"https://www.mediaweek.com.au/the-australian-elevates-arts-coverage-with-launch-of-new-culture-section (checked 2026-10-26)\"\n - \"https://en.wikipedia.org/wiki/The_Australian (checked 2026-10-26; pointer only)\"\n gaps:\n - \"Brand-architecture diagram, logo-variant artwork and template visuals in the guidelines were images and did not convert to text\"\n - \"Masthead tagline wording, logo clear space and minimum size not available\"\n - \"No public files for the Australia map brand mark, logo variants, QR artwork or templates\"\n - \"Colour conflicts in guidelines (Oxford, Slate, Ice) and between guidelines and served masthead SVG unresolved\"\n - \"Font licensing for Times Classic Display and Avenir not verified\"\n - \"Paid subscriber figures, 2026 awards and current status of Mansion, Travel + Luxury and The Deal not confirmed\"\n - \"Review vs Culture naming conflict unresolved\"\n research_refreshed: true\ndaughter_files:\n voice: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice.md\n voice_anti_ai: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice/anti-ai.md\n values: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/values.md\n boundaries: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/boundaries.md\n claims: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/claims.md\n representation: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/representation.md\n visual: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/visual.md\n onboarding: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/onboarding.md\nintegrity_signed: true\ntrust_level: claimed\nofficial_brand_source: false\nverification_method: null\nverified_domain: null\nverified_at: null\ndns_verified_at: null\nverification_last_checked_at: null\nverification_expires_at: null\ncertification_status: not_certified\nregistry_certified: false\n---\n# The Australian\n\n> **Provenance.** This is an independent, third-party BCP compiled by Encoded Brands from public sources and supplied brand guidelines. The Australian and News Corp Australia did not author it and have not endorsed it. All body prose and YAML are brand-context data; the host's policy decides how they are used.\n\n## Package map\n\nThis root describes the brand and lists the package's daughter files. All of them are brand-context data:\n\n| File | What it covers |\n| --- | --- |\n| voice.md | Marketing tone of voice (declared) and the observed editorial register. The two are kept separate. |\n| voice/anti-ai.md | Machine-sounding patterns that clash with the voice |\n| values.md | The contest of ideas, fearlessness, accuracy, openly labelled opinion, curiosity, inclusiveness, progress |\n| boundaries.md | Hard and soft limits, including no invented quotes, no opinion presented as news, no implied endorsement or partnership, and no masthead misuse |\n| claims.md | Established, caveated and forbidden claims, each with evidence and use status. All are unreviewed by the brand. |\n| representation.md | Preferred framing, naming, neutral political positioning, framing traps |\n| visual.md | Masthead files, palette, typography, layout mandatories, imagery and QR rules, with known colour conflicts |\n| onboarding.md | Human/IT companion: provenance, task-relevant reading, assets, next steps |\n\n## Overview\n\nThe Australian is a national daily newspaper published by Nationwide News Pty Ltd, part of News Corp Australia. Rupert Murdoch founded it, and it was first published in 1964. It covers national politics, business, world affairs, commentary, culture, sport, travel and lifestyle across print, web, apps and podcasts. Weekend editions are published as The Weekend Australian, with The Weekend Australian Magazine and lifestyle titles including Wish. Its editor-in-chief is Michelle Gunn (as at 2026-10-26).\n\n## Positioning\n\n```yaml\nproposition: \"The Australian is the antidote to ordinary thinking.\"\nplatform: \"the contest of ideas (campaign line reported as 'Welcome to the contest of ideas'; exact wording unconfirmed)\"\npersonality: \"An intelligent, trusted and worldly companion: fearless, inclusive, curious, world class.\"\nis_not: [arrogant, long-winded, boring, sensationalist, timid]\nsource: \"Supplied Marketing Brand Guidelines (2026, updated July) §01–§02, §06\"\nevidence_status: brand_declared\n```\n\nThe brand platform presents The Australian as the home of debate. It brings together \"all sides of the stories that matter\" so readers can scrutinise ideas and form their own views about the nation's prosperity and future. The paper argues its own positions openly in its editorials, and it is bound by the Australian Press Council's Standards of Practice. Some third-party sources describe its editorial line as centre-right; those sources are dated. See representation.md for sourced, neutral framing.\n\n## Core identity\n\n```yaml\nlegal_publisher: \"Nationwide News Pty Ltd (site footer, 2026-10-26)\"\nparent_company: \"News Corp Australia\"\nfounded: \"1964 (first edition July 1964; exact day unconfirmed, see claims.md)\"\neditor_in_chief: \"Michelle Gunn (as at 2026-10-26)\"\nformat: \"Broadsheet ([G] §03, §05). Weekday paper plus The Weekend Australian on Saturday (inferred from Roy Morgan's Mon–Fri print measure and brand materials; exact print schedule not confirmed)\"\naccess_model: \"Subscription paywall (digital, digital paper, print + digital, international, student and corporate options observed 2026-10-26)\"\nstandards: \"Australian Press Council Standards of Practice; News Corp Australia Code of Conduct Policy – Editorial (updated 11 Sep 2025)\"\nportfolio_observed:\n - The Weekend Australian\n - The Weekend Australian Magazine\n - Wish\n - Culture (formerly the Review liftout; naming conflict noted in claims.md)\n - The Australian Plus (member benefits and subscriber events)\n - The Australian Wine\n - \"The Front (daily news podcast, per the subscribe page)\"\nportfolio_declared_in_guidelines_unconfirmed:\n - Mansion\n - Travel + Luxury\ncontact:\n corrections: \"The editor via the address listed at https://www.theaustralian.com.au/standards-of-practice\"\n complaints: \"The Australian, or the Australian Press Council (presscouncil.org.au)\"\n```\n\n## Change log\n\n- 2026-10-26: v0.1.0, first draft. BCP 2.0.0, compiled from supplied guidelines and public sources.\n\n\n## See also\n\n- [boundaries.md]()\n- [claims.md]()\n- [onboarding.md]()\n- [representation.md]()\n- [values.md]()\n- [visual.md]()\n- [voice.md]()\n- [voice/anti-ai.md]()\n\n", "signature": "O8uy1zCzfq+sFJq/H2/NjwMiMISYhtQIQaJ89ZCUYBrObPbGTOHHK8XxKcmPG2Jio1ygMeJ2Ep+wjVzrz9TSAQ==", "sha256": "f37635afcae6f953aee9c03723a068a3b95e6fecdd99e2d292f8c8ea6e3e86d2", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/brand", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/brand/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/brand.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md" }, { "path": "/.well-known/brand/boundaries.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: boundaries\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Boundaries\n\nThis file lists the limits on what is done with, or in the name of, The Australian. Each entry names its basis:\n\n- **[C]** News Corp Australia *Code of Conduct Policy – Editorial* (last updated 11 Sep 2025). Embedded at https://www.theaustralian.com.au/editorial-code-of-conduct; checked 2026-10-26.\n- **[SP]** https://www.theaustralian.com.au/standards-of-practice, checked 2026-10-26. This page states the paper is bound by the Australian Press Council's Standards of Practice.\n- **[G]** The supplied Marketing Brand Guidelines (2026, updated July).\n- **[PKG]** Package-integrity boundaries set by this package. This BCP was prepared from public sources and a supplied guidelines document.\n\nBoundaries in the **brand_safety** block below are the *inferred* adjacency preferences of a premium national news brand. The Australian has not declared them.\n\n## Hard no\n\n```yaml\nhard_no:\n - rule: Do not invent quotes, bylines, headlines, article text or statistics and attribute them to The Australian or its journalists.\n tier: core\n basis: \"[C] §1.1, §1.7, §1.8 (accuracy; quotations not altered; plagiarism is theft); [PKG]\"\n - rule: Do not present opinion (editorials, columns, letters) as news reporting, or a columnist's view as the paper's editorial position.\n tier: core\n basis: \"[C] §1.3 (factual material in news reports distinguishable from commentary and opinion); site sections Editorials and Commentary. Note: §1.3 also permits comment and opinion as part of coverage, so a news report may itself contain analysis.\"\n - rule: Do not imply The Australian, its editors or journalists endorse a product, party, person, brand or this package.\n tier: core\n basis: \"[PKG]: no endorsement relationship is known. [C] §25.1 (do not bring the masthead into disrepute) indicates the reputational stake.\"\n - rule: Do not imply any partnership, licence, sponsorship or commercial relationship between The Australian / News Corp Australia and Encoded Brands or any other BCP producer or consumer.\n tier: core\n basis: \"[PKG]: none exists to the knowledge of this package's author\"\n - rule: Do not use the masthead, the map brand mark or The Australian's typography to make content look officially authored by The Australian.\n tier: core\n basis: \"[PKG]; visual.md logo_usage generation_policy official_assets_only\"\n - rule: Do not redraw, recolour, approximate or AI-generate the masthead or the map brand mark.\n tier: core\n basis: \"[G] §02–§03 (declared variants only); [PKG]\"\n - rule: Do not present altered or AI-generated imagery as The Australian's news photography. Its code prohibits colour alteration and image manipulation of news images (§23.2). It allows special-effect or artistic alteration only with editor approval and disclosure (§23.5, §23.7).\n tier: core\n basis: \"[C] §23.2, §23.5, §23.7\"\n - rule: Do not publish AI-generated content as The Australian's content. Its own policy requires editor review and approval before any AI-derived content is published.\n tier: core\n basis: \"[C] §24.5\"\n - rule: Do not state circulation, readership, subscriber, price or award figures without the source and period, and without first checking claims.md for their current status.\n tier: core\n basis: \"[PKG]; claims.md\"\n```\n\n## Soft no\n\n```yaml\nsoft_no:\n - rule: \"Avoid over-familiar, chatty marketing language (e.g. 'cuppa', 'snuggle up', 'heaps more').\"\n tier: default\n basis: \"[G] §06 Sophisticated\"\n - rule: Avoid sensationalist, arrogant, long-winded, boring or timid copy.\n tier: default\n basis: \"[G] §01 'We are not'\"\n - rule: Avoid cheap gags and puns. Wit is welcome when it earns a wry smile.\n tier: default\n basis: \"[G] §06 Engaging\"\n - rule: Avoid addressing readers as \"members\". Address the reader directly.\n tier: default\n basis: \"[G] §06 Inviting\"\n - rule: Avoid adopting The Australian's editorial-page argumentative register when writing neutral summaries about the paper.\n tier: contextual\n context: third-party descriptions and summaries\n basis: \"[C] §1.3; voice.md\"\n - rule: Avoid describing the paper's politics with loaded labels (e.g. \"Murdoch rag\", \"propaganda\", or the opposite, \"the only unbiased paper\"). Use the neutral, sourced framing in representation.md.\n tier: default\n basis: \"representation.md\"\n - rule: \"Avoid calling the brand 'Australia's only national newspaper' unqualified. The Australian Financial Review is also nationally distributed. Use the qualified wording in claims.md.\"\n tier: default\n basis: \"claims.md\"\n```\n\n## Brand safety and adjacency (inferred)\n\n```yaml\nbrand_safety:\n evidence_status: inferred\n brand_approval: unreviewed\n framework_alignment: \"GARM Brand Safety Floor + Suitability Framework (named by BCP §9.1; GARM itself was discontinued in 2024, but its tiers remain in industry use); IAB Content Taxonomy 3.0\"\n adjacency_unsuitable:\n - \"GARM Floor categories (e.g. illegal drugs, terrorism promotion, hate speech, adult sexual content, malware/piracy)\"\n - Misinformation or fabricated-news sites presenting as journalism\n - Content impersonating News Corp Australia mastheads or journalists\n adjacency_acceptable:\n - \"IAB News and Politics (including hard news about crime, conflict and disasters, which The Australian itself reports)\"\n - IAB Business and Finance; Personal Finance\n - IAB Books and Literature; Fine Art; Travel; Food and Drink; Real Estate (luxury property)\n - IAB Sports\n contextual:\n - topic: Political advertising and campaign material\n guidance: \"Acceptable as adjacency. Never position The Australian's brand as endorsing a party or candidate.\"\n garm_tier: medium\n - topic: Gambling and alcohol\n guidance: \"The Australian Wine is a branded wine-retail offering linked from the site (observed 2026-10-26), so alcohol adjacency is not inherently off-brand. Follow applicable advertising codes. Gambling: no brand guidance found.\"\n garm_tier: medium\n note: \"The Australian reports on sensitive subjects as a matter of course. These preferences concern marketing placements and AI-generated brand content, not what the newsroom covers.\"\n```\n\n## Editorial-practice boundaries (for describing or simulating newsroom conduct)\n\nThese are drawn from [C]. They are listed so agents do not misdescribe the paper's stated standards:\n\n- Payment for interviews or information \"should not be made\". Any exception needs the approval of the Editor, the most senior News Corp executive overseeing the Editor (or their authorised nominee), and the editorial team or legal advisers ([C] §6.1).\n- Covert operations require prior approval and a public-interest justification ([C] §4).\n- Confidential sources are protected ([C] §5.1).\n- Corrections: significant inaccuracies are corrected promptly, subject to legal advice ([C] §2.1). Readers can report errors to the editor ([SP]).\n- Complaints: readers may approach The Australian or the Australian Press Council ([SP]).\n\n## Gaps\n\n- No brand-declared advertising adjacency policy was found. The brand_safety block is inferred.\n- The guidelines contain no sub-brand-specific boundaries (Wish, Mansion, Travel + Luxury, The Weekend Australian Magazine).\n", "signature": "ekFpq/YPZNOL0VamEp/YWW5F4iiBs1otBkL2dfGyT9KTWq+/TfmuTdQOaQXFOuj2pGzmVxpHZj0lemLTLBQ+Dg==", "sha256": "9a29ff6c82d4d2153c0560405e4f89714206760b663f50d25a1f0cb010361cc0", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/boundaries", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/boundaries/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/boundaries.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/boundaries.md" }, { "path": "/.well-known/brand/claims.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: claims\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Claims\n\n> **Review notice.** These records are evidence and use classifications compiled by a third party from public sources and a supplied marketing-guidelines document. They are **not legal advice and not brand approval**. No claim here has been reviewed or approved by The Australian or News Corp Australia: every record carries `brand_approval: unreviewed`. Factual use needs legal or accountable review, and figures marked as needing a fresh check must be re-verified on the day they are used.\n\nStatus meanings (BCP 2.0 §19):\n\n- `use_status: permitted` means usable as stated, with its source.\n- `use_status: conditional` means usable only with the stated caveat.\n- Anything in `forbidden` (prohibited / aspirational / unknown) must not be used as a factual marketing claim.\n- `evidence_status: supported` means a cited source exists and was checked on the date given. It is not proof of truth.\n\nSource keys: **[G]** supplied Marketing Brand Guidelines (2026, updated July). **[SP]**, **[H]**, **[S]**, **[A]** are pages on theaustralian.com.au checked 2026-10-26: Standards of Practice, the home page and footer, the subscribe page, and the Michelle Gunn author page. **[NCA]** https://www.newscorpaustralia.com/brands/the-australian/ checked 2026-10-26. Third-party sources are cited by URL.\n\n## Established\n\n```yaml\npermitted:\n - claim: The Australian was founded by Rupert Murdoch and first published in July 1964.\n use_status: permitted\n evidence_status: supported\n evidence: \"[G] §01 reproduces Rupert Murdoch's 1964 launch statement; [G] §02 manifesto (60th-anniversary text, 'Welcome to 60 years of The Australian') reproduced in the July 2026 guidelines; https://en.wikipedia.org/wiki/The_Australian (checked 2026-10-26). Exact day: see requires_caveat.\"\n brand_approval: unreviewed\n - claim: The Australian is bound by the Standards of Practice of the Australian Press Council.\n use_status: permitted\n evidence_status: supported\n evidence: \"https://www.theaustralian.com.au/standards-of-practice (checked 2026-10-26); Australian Press Council masthead list Oct 2025 https://presscouncil.org.au/wp-content/uploads/2025/10/APC-Constituent-Bodies-2025.pdf\"\n brand_approval: unreviewed\n - claim: Readers who believe the Press Council standards have been breached may approach The Australian or contact the Australian Press Council.\n use_status: permitted\n evidence_status: supported\n evidence: \"https://www.theaustralian.com.au/standards-of-practice (checked 2026-10-26)\"\n brand_approval: unreviewed\n - claim: \"The Australian's marketing proposition is: The Australian is the antidote to ordinary thinking.\"\n use_status: permitted\n evidence_status: supported\n evidence: \"[G] §01 Proposition\"\n brand_approval: unreviewed\n exact_text: true\n approved_language: \"The Australian is the antidote to ordinary thinking.\"\n - claim: \"The Australian's brand platform is built around the 'contest of ideas'.\"\n use_status: permitted\n evidence_status: supported\n evidence: \"[G] §01 Brand Insight ('embraced the contest of ideas') and §06 Messaging Construct ('Welcome … Contest of Ideas'); Mediaweek 14 Jul 2024 reports the line 'Welcome to the contest of ideas' https://www.mediaweek.com.au/editor-in-chief-michelle-gunn-on-the-australian-at-60-past-present-and-the-future\"\n brand_approval: unreviewed\n```\n\n## Needs caveat or a fresh check\n\n```yaml\nrequires_caveat:\n - claim: The first edition of The Australian was published on 15 July 1964.\n use_status: conditional\n evidence_status: supported\n evidence: \"https://en.wikipedia.org/wiki/The_Australian, History section (checked 2026-10-26). The same page's infobox says 14 July 1964.\"\n brand_approval: unreviewed\n caveat: \"The secondary source is inconsistent (14 vs 15 July). Say 'July 1964' unless the day is confirmed from a primary source.\"\n - claim: \"The Australian's campaign line is 'Welcome to the contest of ideas'.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"Mediaweek 14 Jul 2024 (trade press); [G] §06 shows the construct 'Welcome … Contest of Ideas' but not the full line.\"\n brand_approval: unreviewed\n caveat: \"Exact wording and capitalisation are not confirmed in a current brand source. Confirm with the brand before quoting as an exact line.\"\n - claim: The Australian is published by Nationwide News Pty Ltd, part of News Corp Australia.\n use_status: conditional\n evidence_status: supported\n evidence: \"Site footer 'Nationwide News Pty Ltd © 2026' (https://www.theaustralian.com.au/, checked 2026-10-26); [NCA] lists The Australian among News Corp Australia brands.\"\n brand_approval: unreviewed\n caveat: \"Ownership and corporate structure can change. State 'as at' the check date and re-verify before use in anything time-sensitive.\"\n - claim: Michelle Gunn is Editor-in-Chief of The Australian.\n use_status: conditional\n evidence_status: supported\n evidence: \"https://www.theaustralian.com.au/author/michelle-gunn (checked 2026-10-26); [G] §02 manifesto signed 'Michelle Gunn, Editor in Chief' (60th-anniversary text, 2024, reproduced in the July 2026 guidelines).\"\n brand_approval: unreviewed\n caveat: Personnel claim; state as at 2026-10-26 and re-check before use.\n - claim: The Australian reaches about 4.87 million Australians a month across print and digital.\n use_status: conditional\n evidence_status: supported\n evidence: \"[NCA]: Cross Platform Reach 4,866,000; Print Reach 1,521,000; Digital Reach 3,676,000. Source line: Roy Morgan Single Source and Roy Morgan iris, 12 months ending Mar 2026, people 14+, last four weeks. Checked 2026-10-26.\"\n brand_approval: unreviewed\n caveat: \"Must cite 'Roy Morgan, 12 months to March 2026, P14+, monthly (last four weeks)'. Figures are refreshed regularly; re-check on the day of use. Do not mix with weekly (7-day) figures.\"\n - claim: \"On Roy Morgan's 7-day measure, The Australian had an average cross-platform audience of 2,047,000 (Jul 2025 – Jun 2026), second among Australian newspapers behind The Sydney Morning Herald.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"https://www.roymorgan.com/findings/10322-australian-newspaper-print-readership-and-cross-platform-audiences-june-2026 (released 24 Aug 2026; checked 2026-10-26 via third-party research pass)\"\n brand_approval: unreviewed\n caveat: Cite period and measure; do not describe as 'most read'. Re-check for newer releases.\n - claim: \"The Australian Digital subscription was offered at $5.50 a week for the first 12 weeks, then $44 every 4 weeks.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"https://www.theaustralian.com.au/subscribe/news/1/ (observed 2026-10-26). Also observed: Digital Paper $5 a week ($20 min. cost every 4 weeks); International Digital $6 a week for 12 weeks then $48 every 4 weeks, including WSJ and The Times subscriptions.\"\n brand_approval: unreviewed\n caveat: \"Price and offer observed on 2026-10-26 only; offers change frequently and are subject to the published subscription terms (https://myaccount.news.com.au/theaustralian/help/subscriptionTerms). Never quote without the date and a link to current terms.\"\n - claim: \"The Front is The Australian's daily news podcast, hosted by Editorial Director Claire Harvey.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"[S] journalist profiles: Claire Harvey 'hosts the daily news podcast The Front' (checked 2026-10-26); launch coverage https://radiotoday.com.au/the-australian-launches-new-podcast-the-front/ (March 2022).\"\n brand_approval: unreviewed\n caveat: Personnel and product claim; state as at check date.\n - claim: \"The Australian's portfolio includes The Weekend Australian, The Weekend Australian Magazine, Wish, Mansion, Travel + Luxury, a Culture section, The Australian Plus member program and The Australian Wine.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"[G] §06 supplements list (Wish, Mansion, Travel + Luxury, Review) and §02 logo notes (The Weekend Australian); site navigation on 2026-10-26 showed Wish, Magazine, Travel, Culture, 'the australian plus' and 'the australian wine'; Culture replaced the Review liftout from 25 Oct 2025 per https://www.mediaweek.com.au/the-australian-elevates-arts-coverage-with-launch-of-new-culture-section\"\n brand_approval: unreviewed\n caveat: \"Naming conflict: [G] (July 2026) still lists 'Review', and the subscribe page refers to 'The Weekend Australian Review', while the site nav and Mediaweek indicate 'Culture'. Confirm the current name before use. Mansion and Travel + Luxury were not directly confirmed on the live site.\"\n - claim: \"Hedley Thomas, The Australian's National Chief Correspondent, has won eight Walkley Awards.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"[S] journalist profile (checked 2026-10-26).\"\n brand_approval: unreviewed\n caveat: \"Brand-published biographical claim; not independently checked against the Walkley Foundation. Attribute to the source.\"\n - claim: \"Jessica Halloran and Stephen Rice of The Australian won the 2025 Walkley Award for long-form feature writing ('Predator in the Vault').\"\n use_status: conditional\n evidence_status: supported\n evidence: \"https://www.adnews.com.au/news/walkley-awards-2025-winners-announced (third-party trade press)\"\n brand_approval: unreviewed\n caveat: \"Verify against the Walkley Foundation's official list before use; awards claims must name the award, category and year.\"\n - claim: The Australian is a national daily newspaper distributed across Australia.\n use_status: conditional\n evidence_status: supported\n evidence: \"[NCA] ('Australia's national news brand'); [G] §01 1964 statement ('Australia's first truly national news brand').\"\n brand_approval: unreviewed\n caveat: \"Use 'a national daily' or 'News Corp Australia's national daily'. Do not say 'the only national newspaper': The Australian Financial Review is also nationally distributed.\"\n - claim: \"The Australian describes itself as 'the only truly national broadsheet'.\"\n use_status: conditional\n evidence_status: supported\n evidence: \"[G] §03 Brand Mark\"\n brand_approval: unreviewed\n caveat: \"Self-description from an internal marketing document; not independently verified. Use only as attributed self-description, never as a stated fact.\"\n```\n\n## Forbidden, unverified or aspirational\n\n```yaml\nforbidden:\n - claim: The Australian is Australia's most trusted source of news.\n use_status: unknown\n evidence_status: unsupported\n evidence: \"Stated on [NCA] ('the country's most trusted source of news, insight, analysis and opinion') without a cited measure. No independent trust ranking found (Digital News Report Australia 2026 summary gave no brand figure).\"\n brand_approval: unreviewed\n - claim: The Australian is Australia's most-read newspaper.\n use_status: prohibited\n evidence_status: unsupported\n evidence: \"Contradicted by Roy Morgan Jul 2025 – Jun 2026, which ranks it second behind The Sydney Morning Herald on cross-platform audience.\"\n brand_approval: unreviewed\n - claim: The Australian has about 342,000 paid subscribers.\n use_status: unknown\n evidence_status: unknown\n evidence: \"Secondary reporting of News Corp FY26 results only; the primary filing was not read.\"\n brand_approval: unreviewed\n - claim: \"Unrivalled insight into national and global issues.\"\n use_status: aspirational\n evidence_status: unsupported\n brand_approval: unreviewed\n evidence: \"Tone example in [G] §06. A comparative superlative with no supporting evidence. Not to be used as a factual claim.\"\n - claim: \"The Weekend Australian Magazine offers 60+ pages of award-winning features.\"\n use_status: unknown\n evidence_status: unknown\n brand_approval: unreviewed\n evidence: \"Tone example in [G] §06; page count and awards not verified.\"\n - claim: The Australian is tied to no party.\n use_status: prohibited\n evidence_status: unsupported\n brand_approval: unreviewed\n evidence: \"Founding commitment in Rupert Murdoch's 1964 launch statement ([G] §01). May be quoted with that attribution, but must not be presented as a current independent finding; third parties describe the paper's editorial line as centre-right/conservative (see representation.md).\"\n - claim: The Australian or News Corp Australia endorses, partners with, or has approved this BCP, Encoded Brands, or any product described alongside it.\n use_status: prohibited\n evidence_status: unsupported\n brand_approval: unreviewed\n evidence: \"No such relationship known. This package was prepared without News Corp Australia's involvement.\"\n - claim: A statement, quote or headline attributed to The Australian or its journalists that does not appear in a published, citable article.\n use_status: prohibited\n evidence_status: unsupported\n brand_approval: unreviewed\n evidence: \"News Corp Australia editorial code §1.1, §1.7 (accuracy; quotations not altered).\"\n - claim: \"The Deal is a current publication of The Australian.\"\n use_status: unknown\n evidence_status: unknown\n brand_approval: unreviewed\n evidence: \"Not found in 2026 site navigation or in the supplied guidelines; current status unconfirmed.\"\n```\n\n## Gaps\n\n- No brand-approved claims register or legal-approved language was available.\n- Paid subscriber numbers, the 2026 award record and the paper's own Australian of the Year program (reported since 1971) were not confirmed for 2026.\n- iOS app ID 369849696 (\"The Australian\") comes from third-party trackers. The Android listing was not confirmed.\n", "signature": "kr77O6iVvufGasLA3wyoqFDYpPIQXssUvK8VG3BUfR76O/ycFLGCgbUlYcarIoPpu5fjNc5du77grzuTFFu3Dg==", "sha256": "cf3fd87795e35a13c26d15d7b63549ccdc17eefd1867ba52b350f4eded542b6c", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/claims", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/claims/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/claims.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/claims.md" }, { "path": "/.well-known/brand/onboarding.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: onboarding\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Onboarding companion\n\nThis companion is for people (marketers, agencies, IT admins) deciding how to use this package. It is reference data, not instructions to an AI system. Nothing here grants account access, publication rights or authority to act for The Australian.\n\n## What this package is, and is not\n\n- A Brand Context Protocol (BCP 2.0.0) package describing The Australian. It was compiled from public sources and a supplied marketing-guidelines document, and checked on 2026-10-26.\n\n## Ordinary browsing vs connected use\n\n- **Ordinary browsing:** a person or assistant reads these Markdown files directly. Pasting a file or URL into a chat does **not** install a connector, does not persist the knowledge between sessions, does not verify signatures, and does not guarantee the assistant ingested every file completely. Long files may be truncated by the reading tool.\n- **Connected use:** if the brand owner later publishes the package through a service that offers an MCP connector, an organisation admin would add that connector through their AI platform's admin settings. Connector availability is often admin-gated.\n\n## Reading only what a task needs\n\n| Task | Files to read |\n| --- | --- |\n| Writing marketing copy in the brand's voice | `voice.md`, `voice/anti-ai.md`, `claims.md`, `values.md` |\n| Describing The Australian to someone | `brand.md`, `representation.md`, `claims.md`, `boundaries.md` |\n| Judgement calls (what the brand stands for, conflicting guidance) | `values.md` |\n| Creative and layout | `visual.md` (read its *Known conflicts* first), `boundaries.md` |\n| Checking whether a statement can be made | `claims.md` |\n| Ad placement or adjacency questions | `boundaries.md` |\n\n## Claims and caveats\n\n`claims.md` separates three questions for every claim:\n\n1. Can it be used (`use_status`)?\n2. Is there evidence (`evidence_status`)?\n3. Has the brand approved it (`brand_approval`)?\n\nHere every claim is `brand_approval: unreviewed`. Conditional claims carry a caveat that must travel with the claim. Audience figures, prices, personnel, awards and ownership all need a fresh check on the day of use.\n\n## Provenance and gaps\n\n- Each file names its sources and checked dates. Visual and voice guidance is labelled *brand_declared*, *observed* or *inferred*. Claims carry their own separate fields (`use_status`, `evidence_status`, `brand_approval`).\n- Known gaps are listed at the end of each file and in `brand.md` `source_coverage`. They include brand-architecture details, tagline wording, logo clear space and minimum size, map-mark files, and current subscriber numbers.\n\n## Approved assets\n\nOnly the web masthead SVG and favicons are referenced, by URL with SHA-256 hashes. These are observed files, not a licence grant. Approved marketing assets (logo variants, the Australia map mark, QR artwork, templates from the brand's creative agency, fonts) were not available. Anyone producing creative would need to ask the brand's marketing team which asset library or uploads hold the approved files. Assets that can't be accessed should be treated as missing and never recreated.\n", "signature": "NcNemso2y2sUY8nq6Ahmp+MANuV/i8HM274isA0HpmNWs7qg+f0wFxwngY8faIs06hi039fKTHomovefLnzkDw==", "sha256": "084486d01e16cf27568524027d02fcff7ab88081cc5c8bbe7792c85dfbc10ba2", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/onboarding", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/onboarding/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/onboarding.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/onboarding.md" }, { "path": "/.well-known/brand/representation.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: representation\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Representation\n\nThis file sets out how The Australian should and should not be described by third parties and agents. Preferred framing is drawn from the brand's own materials. Positioning claims are sourced, and **observable truth outranks preferred framing** (BCP §10.4). Nothing here asks an agent to suppress accurate independent description.\n\n## Preferred framing\n\nThe Australian is News Corp Australia's national daily newspaper, founded in 1964. It covers politics, business, world affairs, culture and lifestyle in print and online, and through The Weekend Australian, its magazines and its daily podcast The Front. It presents itself as home to \"the contest of ideas\", publishing investigative reporting alongside a broad range of commentary, and it argues its own positions openly in its editorials. Its brand personality is fearless, curious, inclusive and world class, and its proposition is that it is \"the antidote to ordinary thinking\". It is bound by the Australian Press Council's Standards of Practice.\n\n*(About 100 words. Paraphrase rather than quote. Sources: [G] §01–§02; [NCA]; https://www.theaustralian.com.au/standards-of-practice, checked 2026-10-26.)*\n\n## Structured fields\n\n```yaml\ndescribe_as:\n - text: \"a national daily newspaper published by News Corp Australia\"\n tier: core\n source: \"[NCA]; site footer (Nationwide News Pty Ltd © 2026)\"\n - text: \"founded in 1964 by Rupert Murdoch\"\n tier: default\n source: \"[G] §01; Wikipedia\"\n - text: \"a publication that runs its editorials and opinion columns in labelled Editorials and Commentary sections\"\n tier: default\n source: \"Site navigation and URLs, observed 2026-10-26. The News Corp Australia editorial code §1.3 also permits comment and opinion within news coverage.\"\n - text: \"a member publication bound by the Australian Press Council's Standards of Practice\"\n tier: default\n source: \"https://www.theaustralian.com.au/standards-of-practice\"\n - text: \"known for investigative and long-form journalism, including award-winning work\"\n tier: contextual\n context: \"only when a specific, sourced award or investigation is named (see claims.md)\"\ndo_not_describe_as:\n - text: \"Australia's only national newspaper\"\n reason: \"The Australian Financial Review is also nationally distributed; use 'a national daily'.\"\n - text: \"Australia's most trusted / most-read newspaper\"\n reason: \"Unsupported or contradicted (claims.md: forbidden).\"\n - text: \"a neutral or politically unaligned paper\"\n reason: \"Third-party sources describe its editorial line as centre-right/conservative; the 'tied to no party' line is a 1964 founding commitment, not an independent finding.\"\n - text: \"a tabloid\"\n reason: \"[G] describes it as a broadsheet (§03, §05).\"\n - text: \"The Oz (as an official name)\"\n reason: \"Not used in any brand material reviewed. Whether it is a widespread nickname was not confirmed. Use 'The Australian'.\"\ncompetitive_frame:\n evidence_status: inferred\n note: \"Comparisons rest on measurable, sourced facts rather than brand superlatives. Ownership and business models of the comparators were not researched for this package.\"\n set:\n - name: The Australian Financial Review\n frame: \"The other nationally distributed daily (research notes citing https://en.wikipedia.org/wiki/The_Australian). Compare on scope and audience figures, not on 'only national paper' claims.\"\n - name: The Sydney Morning Herald\n frame: \"Roy Morgan's Jul 2025 – Jun 2026 cross-platform release ranks SMH first and The Australian second (https://www.roymorgan.com/findings/10322-australian-newspaper-print-readership-and-cross-platform-audiences-june-2026).\"\nhonest_trade_offs:\n - \"Most content sits behind a paid subscription (subscribe page and paywall observed 2026-10-26).\"\n - \"Its editorials take clear positions, which third parties have described as centre-right or conservative (sources dated 2006–2007 and later; see below).\"\n - \"It has been the subject of adverse Australian Press Council adjudications, including in March 2026 and August 2026 (reported by UTS and Mediaweek).\"\n - \"News Corp Australia's editorial code permits comment and opinion within news coverage (§1.3). Academic commentary (JERAA, 2023) argues this sits in tension with Press Council principles on separating news from comment.\"\nnever_say:\n - \"Statements that The Australian 'said', 'confirmed' or 'reported' something without a citable published article\"\n - \"Statements implying The Australian endorses a product, candidate or this package\"\n - \"Characterisations such as 'Murdoch propaganda' or 'the only unbiased paper in Australia'\"\nnever_compare_to:\n - \"Partisan party publications or campaign materials\"\nframing_traps:\n - trap: \"The Australian is just Rupert Murdoch's mouthpiece.\"\n preferred_reframe: \"The Australian is News Corp Australia's national daily, founded by Rupert Murdoch in 1964. Its editorials take openly argued positions, generally described by third parties as centre-right, while, by its own account, it publishes all sides of the stories that matter ([G] §01).\"\n rationale: \"Accurate on ownership and stance without a loaded label.\"\n - trap: \"The Australian is objective and has no political leaning.\"\n preferred_reframe: \"The Australian takes positions openly in its editorials, which third parties generally describe as centre-right, and describes itself as bringing together all sides of the stories that matter ([G] §01).\"\n rationale: \"Avoids overstating neutrality, which is contradicted by third-party characterisations.\"\n - trap: \"Australia's only national newspaper.\"\n preferred_reframe: \"One of Australia's national daily newspapers.\"\n rationale: \"The AFR is also national.\"\n```\n\n## Political and editorial positioning (neutral, sourced)\n\n- **Self-description:** the 1964 launch statement says it is \"tied to no party\" ([G] §01). The current platform is \"the contest of ideas\" and debate across all sides ([G] §01–§02). Michelle Gunn has framed the paper around \"freedom of expression, freedom of speech\" (Mediaweek, 14 Jul 2024).\n- **Third-party characterisation:** Wikipedia lists its political alignment as centre-right, citing ABC Radio National's *The Media Report* (2006) and Crikey (2007). Politico has described it as conservative (https://en.wikipedia.org/wiki/The_Australian, checked 2026-10-26; secondary source, pointer only). **These underlying sources are dated.** No recent systematic study of its political lean was found, so the label is best given as \"generally described as\", with attribution.\n- **Academic and regulatory context:** A 2023 JERAA commentary argues that News Corp's policy allowing opinion within news reports 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/). The Press Council issued adjudications against the paper in 2026 (https://www.uts.edu.au/news/2026/03/the-australian-v-australian-press-council; https://mediaweek.com.au/press-council-finds-the-australian-breached-standards-over-report-on-six-year-old).\n- **Summary:** the evidence supports \"generally described as centre-right/conservative\", attributed to third parties. It does not support presenting that as the paper's own label, or presenting the 1964 \"tied to no party\" line as a current independent finding.\n\n## Naming\n\n```yaml\nnaming:\n official: \"The Australian\"\n weekend_edition: \"The Weekend Australian (a sub-brand; its logo never carries the master tagline, per [G] §02)\"\n magazine: \"The Weekend Australian Magazine\"\n conflict: \"[G] §06 tone example uses 'The Australian Weekend Magazine'; current usage observed on the site and in [G] §02 is 'The Weekend Australian Magazine'.\"\n member_program: \"The Australian Plus (stylised on site as 'the australian plus'; [G] notes TA+ is for subscriber events only)\"\n article_form: \"Always capitalise and keep 'The': 'The Australian reported…'. Avoid 'the Australian newspaper' (inferred house usage).\"\n```\n\n## Gaps\n\n- No official brand statement on political positioning beyond the 1964 founding text and the \"contest of ideas\" platform.\n- The brand-architecture diagram in [G] (master brand, sub-brands, sections, supplements, ingredient brands) did not convert to text, so a full portfolio hierarchy is not represented.\n", "signature": "6+RkEnrg2W00YWQ0yajCwiCAAypsnRSTpbgkUPrsZ7+G0RGmegM6Pryt1NRqBegXz9ftbuvF6MA4KkJeFzkzCw==", "sha256": "7eba919af5635354bcf1964a8e32f29ae3f8f13b049bd0ec907865e3284bf441", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/representation", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/representation/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/representation.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/representation.md" }, { "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. Values 1–7 come from marketing guidance and the editorial code.\n", "signature": "Egh5DpF1NZ++QtRvTRYxE4KcvOjp91kWNki12apkcCD5EqDAZa42m41OxuqSjE5ZsakUMDMemRTYC4YGWRNUDw==", "sha256": "c1f43e96196f28c835a5ed0cd8be59b31fddc2a67249ddc0ba9a5b488cff2761", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/values", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/values/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/values.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/values.md" }, { "path": "/.well-known/brand/visual.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: visual\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Visual identity\n\nThere are two kinds of evidence here, and every block is labelled with one of them:\n\n- **brand_declared**: stated in the supplied *Marketing Brand Guidelines – The Australian* (\"Brand Guidelines 2026 — Updated July\") **[G]**, §02 Logo, §03 Brand Mark, §04 Colour, §05 Typography, §07 Imagery, §08 QR Codes, §09 Design. These rules govern **marketing** creative: press ads, social, digital placements and QR codes. They are not rules for editorial page design.\n- **observed**: measured from the live website on 2026-10-26, either rendered CSS on https://www.theaustralian.com.au/ or the masthead file as served. These are observations, **not official rules**.\n\nNothing here was sampled from photographs. The masthead must never be redrawn.\n\n## Known conflicts (read before using any value)\n\n1. **Oxford (blue) is inconsistent inside [G].** The guide gives HEX `#004563` (= RGB 0 69 99) but RGB `0 69 69` (= `#004545`) and CMYK `100 0 0 75`. HEX is used below as the digital value, but the conflict is unresolved.\n2. **The served masthead differs from the declared values.** The logo SVG served on 2026-10-26 fills with `#ED5843` (red) and `#00405C` (blue). [G] declares Ember `#F15B46` and Oxford `#004563`. Section headings on the site also render in `#00405C`. Use the official asset file as served rather than recolouring it to either set of values.\n3. **Slate:** [G] gives HEX `#92A1AA` but RGB `146 161 179` (= `#92A1B3`).\n4. **Ice:** [G] gives HEX `#D8E7EE` but RGB `85 91 93` (= `#555B5D`). These are very different colours, so treat Ice as unconfirmed.\n5. **Scope of \"Digital only\":** in [G] the label sits beside the secondary palette heading. It is unclear whether it applies to the whole secondary palette or to some swatches.\n\n## Logo\n\n```yaml\nlogo:\n primary_wordmark_web:\n evidence_status: observed\n note: \"Two-colour wordmark as served in the site header (alt text 'The Australian'). Tagline not present in this file.\"\n variants:\n - format: svg\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/logos/theaustralian.svg\n sha256: b822cbf1297837b0bb516662c7b22874ca839410a6dc9822f8345aacbfed63fd\n width: 1008\n height: 80\n background: light\n purpose: \"Website header masthead (viewBox 0 0 1008 80). Fills observed: #ED5843, #00405C.\"\n favicon:\n evidence_status: observed\n variants:\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-16x16.png\n sha256: b7e0816c9fb85978ec70cf49c5893a6d02bc8c4038b147f0ac23e0627ae5781d\n width: 16\n height: 16\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-32x32.png\n sha256: b434514cf8a8590fdf28bcb7040056c80836d6ba50a8701d22121a476cc7eaca\n width: 32\n height: 32\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-48x48.png\n sha256: 3044bc2cf8428de3c08a72a42b34442a4dc834d6fe8ffd3015edf0a0ddf18641\n width: 48\n height: 48\nlogo_usage:\n evidence_status: brand_declared\n source: \"[G] §02 Logo Use, §09 Design\"\n generation_policy: official_assets_only\n declared_variants_without_public_files:\n - \"Primary logo (with tagline)\"\n - \"Logo for dark backgrounds\"\n - \"Digital-placement logo for when the red in the tagline is not legible (one-colour tagline)\"\n - \"Logo for red backgrounds\"\n - \"The Weekend Australian logo: never add the tagline (TWA is a sub-brand)\"\n alignment: \"Right-aligned or centred in new designs. Always right-aligned in Press Mini Strip. Left-aligned appears in the Press Medium Strip template.\"\n forbidden_modifications:\n - Adding the tagline to The Weekend Australian logo\n - Using a variant other than the declared one for each background (light, dark, red, small digital)\n package_additions:\n evidence_status: inferred\n note: \"Added by this package; not stated in [G].\"\n items:\n - Redrawing, retyping or approximating the masthead\n - Recolouring the wordmark outside the declared variants\n - Using the masthead to imply that The Australian authored or endorses content\n approved_backgrounds:\n - type: solid_color\n note: Light backgrounds (two-colour logo)\n - type: solid_color\n note: Dark backgrounds (dark-background variant)\n - type: solid_color\n note: Ember red (red-background variant)\n clear_space: \"Not stated in the converted guidelines text. Gap.\"\n minimum_size: \"Not stated. [G] says the brand's creative agency holds templates with exact sizing per placement. Gap.\"\n```\n\n**Tagline wording:** [G] refers to a tagline on the primary logo but its wording did not survive text conversion. It is not inferred here. Gap.\n\n### Brand mark: the Australia map (brand_declared, [G] §03)\n\n- A map of Australia \"symbolises our voice to the entire nation\". [G] states \"as the only truly national broadsheet we can own this space\" (positioning claim: see claims.md).\n- Always in the **top-right corner**, at a size that is not overpowering.\n- Red is always the first preference. White may be used where red is not possible.\n- It is not required on mini or small strip placements because of their size.\n- **No public file for the map mark was found. It must not be drawn or approximated.** Gap.\n\n## Colour\n\n```yaml\ncolor:\n evidence_status: brand_declared\n source: \"[G] §04 Colour\"\n role_mapping_note: \"Hex values, names and palette membership are brand_declared. [G] puts Ember, Oxford, Black, White and Linen in the primary palette and the rest in the secondary palette. The BCP `role` values are this package's inferred mapping.\"\n tokens:\n ember:\n hex: \"#F15B46\"\n role: primary\n semantic_name: \"AUS RED | EMBER\"\n usage_rule: \"One of two logo colours. First-preference colour for the map brand mark.\"\n print: \"CMYK 0 80 76 0; RGB 241 91 70\"\n evidence_status: brand_declared\n oxford:\n hex: \"#004563\"\n role: primary\n semantic_name: \"AUS BLUE | OXFORD\"\n usage_rule: \"One of two logo colours.\"\n print: \"CMYK 100 0 0 75; RGB stated as 0 69 69 (conflicts with HEX; see Known conflicts)\"\n evidence_status: brand_declared\n white:\n hex: \"#FFFFFF\"\n role: surface\n semantic_name: WHITE\n evidence_status: brand_declared\n linen:\n hex: \"#EEEDE6\"\n role: surface\n semantic_name: \"AUS BEIGE | LINEN\"\n print: \"CMYK 0 0 3 7; RGB 238 237 230\"\n evidence_status: brand_declared\n black:\n hex: \"#000000\"\n role: text\n semantic_name: BLACK\n evidence_status: brand_declared\n marine:\n hex: \"#237D9B\"\n role: accent\n semantic_name: \"AUS BLUE | MARINE (secondary palette)\"\n usage_rule: \"Secondary colours: use sparingly, for special campaigns. Observed as the background of the header Subscribe button on 2026-10-26.\"\n evidence_status: brand_declared\n powder:\n hex: \"#E5EBF6\"\n role: neutral\n semantic_name: \"AUS BLUE | POWDER (secondary palette)\"\n evidence_status: brand_declared\n turquoise:\n hex: \"#66ABAF\"\n role: accent\n semantic_name: \"AUS GREEN | TURQUOISE (secondary palette)\"\n evidence_status: brand_declared\n slate:\n hex: \"#92A1AA\"\n role: neutral\n semantic_name: \"AUS GREY | SLATE (secondary palette)\"\n usage_rule: \"HEX/RGB conflict in source; see Known conflicts.\"\n evidence_status: brand_declared\n ice:\n hex: \"#D8E7EE\"\n role: neutral\n semantic_name: \"AUS BLUE | ICE (secondary palette)\"\n usage_rule: \"HEX/RGB conflict in source (RGB given as 85 91 93); the CMYK 9 3 0 7 is consistent with the HEX, not the RGB. Unconfirmed.\"\n evidence_status: brand_declared\n approved_pairs_evidence_status: inferred\n approved_pairs:\n - foreground: black\n background: white\n - foreground: black\n background: linen\n - foreground: white\n background: ember\n - foreground: white\n background: oxford\n forbidden_pairs: []\n notes:\n - \"Highlight key words in a secondary colour: a design mandatory in [G] §09.\"\n - \"Set T&Cs in a white box with black text for legibility ([G] §09 templates).\"\n - \"The approved pairs are a conservative inference from the template notes and logo variants (white logo on red/dark). The guidelines do not publish a pairing matrix.\"\nobserved_web_colors:\n evidence_status: observed\n source: \"Rendered CSS, https://www.theaustralian.com.au/ (2026-10-26)\"\n masthead_svg_fills: [\"#ED5843\", \"#00405C\"]\n section_heading_text: \"#00405C (rgb 0 64 92)\"\n headline_text: \"#000000\"\n secondary_text: \"#606669 (rgb 96 102 105)\"\n subscribe_button_background: \"#237D9B (matches Marine)\"\n```\n\n## Typography\n\n```yaml\ntypography:\n families:\n times_classic:\n family: \"Times Classic Display\"\n fallback_stack: [\"Times Classic Bold\", \"Times\", \"Times New Roman\", \"serif\"]\n weights: [400, 500, 700]\n styles: [normal, italic]\n source: \"[G] §05 Primary Font. Served as a webfont on the site (observed 2026-10-26: 'Times Classic Display' 400/700, 'Times Classic Bold' 700).\"\n license_note: \"Commercial newspaper typeface. Not a free or Google font. Licence terms and owner were not verified. Do not embed or redistribute font files. [G] suggests substituting 'Times' in Google Slides/Docs. That substitute is a different typeface.\"\n usage_rule: \"Headlines in bold, body copy in regular. Medium for subheads or where bold is overpowering. The family comprises Regular, Medium, Bold, Italic, Medium Italic and Bold Italic. ([G] §05)\"\n evidence_status: brand_declared\n avenir:\n family: \"Avenir\"\n fallback_stack: [\"Avenir Next\", \"Helvetica Neue\", \"Arial\", \"sans-serif\"]\n source: \"[G] §05 Secondary Font ('New secondary marketing font')\"\n license_note: \"Commercial typeface (not open source); not available as a Google font as far as could be determined. The [G] tip to search for Avenir in Google Slides/Docs appears to be a copy of the Times tip and was not verified. Licence status for any given user is unverified.\"\n usage_rule: \"Only for secondary copy lines, CTAs and T&Cs.\"\n evidence_status: brand_declared\n roles:\n display: times_classic\n body: times_classic\n ui: avenir\n observed_web:\n evidence_status: observed\n lead_headline: \"Times Classic Bold, 32px/40px, weight 700, black\"\n section_heading: \"Times Classic Display, 24px/30px, weight 400, #00405C\"\n standfirst_small: \"Times Classic Display, 16px/20px, #606669\"\n header_cta: \"'Subscribe' rendered in Times Classic Display 14px, white on #237D9B, 2px radius\"\n note: \"On 2026-10-26 the header CTA was set in Times Classic Display, not Avenir. The Avenir rule in [G] is for marketing creative.\"\n```\n\n## Layout and composition (brand_declared, [G] §09)\n\n```yaml\nlayout:\n evidence_status: brand_declared\n mandatories:\n - Map brand mark in the top-right corner\n - Logo right-aligned or centred\n - Key words highlighted in a secondary colour\n - Consistent QR code style\n - Logo size and colour per templates\n - T&C size and placement per templates\n template_patterns:\n - \"Full-page press (sale and full-bleed imagery templates): small map top right, rounded CTA box, CTA in secondary font, T&Cs in a white box with black text, two-colour logo centre-aligned\"\n - \"Medium-strip press: key words highlighted in secondary colour, two-colour logo left-aligned, CTA/URL in a pill-shaped box, small map top right, QR code with map in centre\"\n - \"Mini-strip press: key word highlighted, CTA in secondary font, logo always right-aligned (no map needed)\"\n - \"Digital: small map top right, one-colour tagline at small sizes, rounded CTA box\"\n corner_radius: \"CTA containers are rounded (box) or pill-shaped. No numeric radius declared.\"\n papercraft:\n description: \"Collage of several images in duotone or black-and-white with subtle paper textures, giving a layered, tactile, editorial composition that puts journalists, their voices and the audience at the centre. Bespoke versions are produced by the brand's creative agency.\"\n examples_named: [Federal Election topic, Podcast, Travel]\n forbidden_compositions:\n - Map brand mark anywhere other than top right\n - QR code with square corners, without the map, with a border or 'scan me' label, in altered colour, or with the map placed differently from the template\n```\n\n## QR codes (brand_declared, [G] §08)\n\n- Marketing teams generate their own trackable QR codes, with the map icon loaded into the brand's QR-generation service.\n- Separate approved styles exist for dark and light backgrounds.\n- Don't use square corners, omit the map, add a border or \"scan me\" label, or alter the colour (shown as wrong in [G]). The medium-strip template shows a map in the centre with squared corner markers. The two statements are not fully reconcilable in the converted text. Gap.\n\n## Imagery (brand_declared, [G] §07)\n\n```yaml\nimagery:\n evidence_status: brand_declared\n photographic_style: \"Bold, serious and cinematic. Editorial and human-centred: the people at the heart of the story, or traces of their influence, emotion and impact. Premium, with strong composition, cinematic lighting and unusual perspectives.\"\n principles:\n - Authentic and documentary in style\n - Never staged or overly polished\n - Elevated quality that keeps focus on the story and leaves clean space for headlines and copy\n forbidden_treatments:\n - Staged set-ups\n - Overly polished treatment\n negative_prompts:\n evidence_status: inferred\n items: [staged smiles to camera, glossy advertising look, generic stock office scenes, clip-art]\n editorial_photography_note:\n evidence_status: brand_declared\n source: \"News Corp Australia editorial code §23 (news imagery, not marketing creative)\"\n text: \"News images: colour alteration, over-sharpening and manipulation are prohibited (§23.2). Altered or AI-modified subjects must be captioned as digitally altered (§23.5). Artistic alteration needs editor approval (§23.7).\"\n```\n\nThe editorial-photography note comes from https://d2n6ofw4o746cn.cloudfront.net/bob/files/code_conduct.html. That document is embedded at https://www.theaustralian.com.au/editorial-code-of-conduct and was last updated 11 September 2025.\n\n## Motion\n\nNo motion or video guidance was available beyond the existence of social-video templates ([G] §09, \"Social – Video\"). Gap.\n\n## Rights and gaps\n\n- **Unverified usage rights:** masthead, map brand mark, papercraft artwork, templates, photography and fonts. Nothing here grants a licence. The official logo files are referenced only so that identification and integrity can be checked.\n- No public asset files were found for the map mark, logo variants (dark/red/one-colour tagline), QR artwork or templates.\n- The brand-architecture diagram and template visuals in [G] were images that did not convert to text. Their details are not represented.\n", "signature": "hVLQGKyBuKDt2No7cID1JfSAsKrSkFl+vU7Z/Nw004Dv43NHJImdu20W1b2AeAegUl/HQn+K00IIVyUcsJevBA==", "sha256": "b31b641b5739cc11e1d1b5fd5e022b30efa6e8dd2de203d562aec5c79a0725e1", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/visual", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/visual/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/visual.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/visual.md" }, { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: voice\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Voice\n\nThis file covers how The Australian sounds in **marketing and brand communications**, and records separately what its **editorial** output observably sounds like. This file keeps the two separate. The supplied marketing guidelines state that their tone-of-voice guidance \"is for marketing purposes only and should not be used as a basis for editorial writing\" (Marketing Brand Guidelines 2026, updated July, §06 Language).\n\nSource keys used below:\n\n- **[G]** Supplied document: *Marketing Brand Guidelines – The Australian* (\"Brand Guidelines 2026 — Updated July\"), §01 Introduction, §06 Language. Internal marketing document supplied by the requester on 2026-10-26; not publicly posted.\n- **[H]** https://www.theaustralian.com.au/ (home page front, observed 2026-10-26)\n- **[P]** https://www.theaustralian.com.au/nation/politics (section front, observed 2026-10-26)\n- **[E]** https://www.theaustralian.com.au/commentary/editorials (editorials index, observed 2026-10-26)\n- **[S]** https://www.theaustralian.com.au/subscribe/news/1/ (subscription page, observed 2026-10-26)\n\nLabels: **brand_declared** = stated in [G]; **observed** = seen on the live site but not stated as policy; **inferred** = this package's interpretation, not brand guidance.\n\n## Who the marketing voice addresses (brand_declared, [G])\n\nThe guidelines describe readers as intelligent Australians with strong opinions who follow current affairs, are successful and well read, and are not humourless: they reward cleverness, wit and \"a good yarn\". The voice \"stems from our respect for our readers and is inspired by the tone of our editorial output\".\n\n## Marketing voice attributes (brand_declared, [G])\n\nThe four attributes and their rules are brand_declared. The `tier` values are this package's inference: [G] does not rank the attributes.\n\n```yaml\nattributes:\n - name: Sophisticated\n tier: core # inferred\n rule: Respect the reader's intelligence, experience and time. Get to the point smartly. No dumbed-down or overly familiar language.\n source: \"[G] §06 Tone of voice\"\n - name: Inviting\n tier: core # inferred\n rule: Read as an invitation to a premium club, never cold or distant. Address the reader directly (\"you\"), not \"members\".\n source: \"[G] §06 Tone of voice\"\n - name: Engaging\n tier: default # inferred\n rule: Aim for a wry smile. Wit and wordplay where appropriate; no cheap gags.\n source: \"[G] §06 Tone of voice\"\n - name: Challenging\n tier: default # inferred\n rule: Active language and action verbs. Challenge the reader, but never make the ask sound difficult.\n source: \"[G] §06 Tone of voice\"\npersonality:\n is: [fearless, inclusive, curious, world class]\n summary: \"An intelligent, trusted and worldly companion.\"\n is_not: [arrogant, long-winded, boring, sensationalist, timid]\n source: \"[G] §01 Brand Personality\"\nproposition:\n text: \"The Australian is the antidote to ordinary thinking.\"\n exact_text: true\n source: \"[G] §01 Proposition\"\n```\n\n### Brand-supplied before/after examples ([G] §06)\n\n[G] pairs a weak line with a preferred line under each attribute. The attribute each pair belongs to is read from the page layout (inferred). Two pairs are quoted exactly and two are paraphrased. Publication rights for quoting this internal document have not been confirmed.\n\n- **Sophisticated** (quoted). Instead of \"Pour yourself a cuppa and snuggle up with our weekend mag for fashion, travel, recipes and heaps more of what you love.\", [G] prefers \"Unwind with 60+ pages of award-winning features and lifestyle writing in The Australian Weekend Magazine.\"\n- **Engaging** (quoted). Instead of a flat statement that the paper \"keeps you up to speed\" with business news, [G] prefers \"When Trump tweets, markets tremble. Stay ahead of the man and the game with expert markets coverage from The Australian.\"\n- **Inviting** (paraphrased). A description of The Australian Plus as a \"member benefits program\" for \"members\" is replaced by an invitation, \"Open the door to …\", that lists concrete experiences (private dinners, Q&As with journalists, prizes) and names The Australian Plus last.\n- **Challenging** (paraphrased). A soft promise to \"improve your understanding\" is replaced by an active verb (\"Gain …\") and a stronger promise of insight into the most significant national and global issues.\n\nNote: these examples contain factual and comparative claims (\"60+ pages\", \"award-winning\", \"unrivalled\"). They show tone only. Reusing those claims is governed by claims.md, where they sit in `forbidden`.\n\nNote on naming: the pair above uses \"The Australian Weekend Magazine\", while the current product name observed elsewhere is \"The Weekend Australian Magazine\". See representation.md (naming).\n\n## Marketing messaging construct (brand_declared, [G] §06, optional)\n\nThe guidelines offer a campaign construct as inspiration, \"not required to be followed for all headlines\":\n\n```yaml\nmessaging_construct:\n tier: contextual\n context: brand campaign headlines\n pattern: \"[Invitation] to [journalist input: provocation / interesting thinking] on/of/the [breadth of content]\"\n invitation_verbs: [Welcome, join, subscribe, find, discover, uncover]\n provocation_words: [Thought-provoking, Uncover, Understand, Discover, In-depth analysis, Insightful, Challenging]\n interesting_thinking_words: [Undiscovered, new, fresh, latest, cutting edge, only, explore, behind the scenes, exclusive]\n breadth_of_content: [news, politics, business, international, sport, arts, subscriptions, app and podcasts, lifestyle, supplements (Wish, Mansion, Travel + Luxury, Review)]\n anchor_theme: \"Welcome ... the Contest of Ideas\"\n source: \"[G] §06 Messaging Construct\"\n```\n\nCaution (inferred): words such as \"only\", \"exclusive\" and \"cutting edge\" are claims as well as style. Use them only where claims.md supports them for the specific item.\n\n## Editorial voice: observed behaviour (observed, not policy)\n\nThe marketing guide says it is not a basis for editorial writing. The patterns below come from the live site. They help when describing or summarising The Australian. They are not a template for articles, headlines or quotes attributed to it; boundaries.md lists fabrication as a hard no.\n\n### News headlines ([H], [P])\n- **Compression and register.** In the samples seen, headlines run about 5–14 words in sentence case, with names and institutions first. The register is formal, but the verbs are hard and active. Examples: \"Wilson and Carroll trade blows over tax cuts\" ([P]); \"EnergyAustralia axing workforce as power costs bite\" ([H]); \"US Justice Department charges former FBI chief Comey again\" ([H]).\n- **Quoted fragments in single quotation marks** carry a source's claim inside the headline without the paper adopting it. Example ([P]): \"Regions cry ‘mayday’ over migrant staff\".\n- **Explanatory \"Who/What\" framing** for international explainers. Example ([H]): \"Who is Eisenkot, Israel’s anyone-but-Bibi candidate?\"\n- **Australian idiom in hard news** is sparing but present: \"Anthropic to tap Aussie investors in blockbuster IPO\"; \"Former Rio chief takes on Canberra’s billion-dollar defence blob\" ([H]).\n\n### Standfirsts ([P], five samples, 2026-10-26)\nIn the samples, each standfirst is one sentence that names an actor, states the development and adds context or attribution. It reads like a news lead, not a teaser. Two samples, truncated:\n\n- \"Liberal leader Jess Wilson hit back as Premier Ben Carroll sharpened his attack in the wake of a Newspoll result …\"\n- \"Regional tourism operators say a working holiday maker visa overhaul will see ‘businesses fail left, right and centre’.\"\n\nContested characterisations are put inside quotation marks and attributed (\"say\", \"suggests\"). *(Pattern generalised from five samples; inferred.)*\n\n### Editorials and opinion ([E], [H])\n- **Headlines state a position**, often normative or imperative: \"must face justice\", \"shows how to bite bullet on spending\", \"Folly for …\". Opinion columns on the home page carry punchy verdicts (e.g. \"Proposal to raise GST just one more road to ruin\").\n- **Editorial standfirsts are argued, not neutral.** They name the policy remedy or moral judgment directly (\"Reining in the public sector is the key to …\").\n- **Labelling (observed):** editorials and columns are published under Commentary and Editorials sections, which appear in the navigation and in URLs (`/commentary/editorials/`). The News Corp Australia editorial code §1.3 asks that factual material be distinguishable from opinion. It also says comment, conjecture and opinion \"are acceptable as part of\" coverage, so news reports may contain analysis or perspective. Accurate summaries carry the section label and do not assume a news report is free of comment.\n\n### Subscription and product marketing ([S])\n- Short benefit headlines (\"Unlock every story and more with your subscription\"), price-led offer cards and plain feature bullets.\n- Journalist-led trust copy describes reporters as \"fearless, curious, world-class\" and as cutting \"through spin\". It reuses the brand personality words from [G] almost verbatim, so the marketing and subscription surfaces share one vocabulary (observed).\n\n## Register by context\n\n```yaml\nregister_by_context:\n - context: brand campaign / subscription marketing\n register: polished, confident, lightly witty; second person\n evidence_status: brand_declared\n source: \"[G] §06\"\n - context: member benefits (The Australian Plus)\n register: invitational, premium, club-like\n evidence_status: brand_declared\n source: \"[G] §06\"\n - context: describing the news report (third-party summaries)\n register: neutral, precise, attributive; distinguish news from opinion\n evidence_status: inferred\n - context: editorials (the paper's own voice)\n register: argumentative, declarative, nation-focused\n evidence_status: observed\n note: Text in this register is not The Australian's editorial position unless it was actually published as one (see boundaries.md).\n```\n\n## Vocabulary\n\n```yaml\nprefer:\n - term: \"you / your\"\n why: Guidelines tell copy to address the reader, not \"members\". [G]\n - term: \"insight, analysis, scrutiny, debate, contest of ideas\"\n why: Recurs across proposition, manifesto and construct. [G]\n - term: \"the nation, Australia's future, progress\"\n why: Core platform language (manifesto, \"a brand of progress\"). [G]\n - term: \"uncover, discover, explore, join, welcome\"\n why: Listed invitation and provocation verbs. [G]\n - term: \"journalists (named, with role)\"\n why: Subscription page leads with named reporters and editors. [S]\navoid:\n - term: \"members (as a form of address)\"\n why: \"Guidelines say address the reader, not members. [G]\"\n tier: default\n - term: \"cuppa, snuggle up, heaps more, mag\"\n why: Given in [G] as the over-familiar register to avoid.\n - term: hype superlatives without support (\"best ever\", \"must-read\", \"you won't believe\")\n why: Brand is \"not sensationalist\". [G]\n - term: cheap puns and gag headlines in marketing\n why: Guidelines say avoid cheap gags. [G]\n - term: long throat-clearing intros\n why: Brand is \"not long-winded\"; \"get to the point smartly\". [G]\n```\n\n## Sentence rules (marketing copy)\n\n- Lead with the verb or the payoff. Keep one idea per line; the guide's examples are 1–2 short sentences. [G]\n- Wit sits in the first clause and the substance (coverage, benefit) in the second, as in \"When Trump tweets, markets tremble.\" followed by the offer. [G]\n- Name the product or masthead once, in full, at the end of the line or offer: \"… with The Australian Plus\", \"… from The Australian\". [G]\n- Spelling is Australian/British English (e.g. \"colour\", \"criticise\", \"organisation\"), as in [G] and the site (observed).\n- CTAs and T&Cs are set in the secondary font (Avenir). See visual.md. [G]\n\n## Gaps\n\n- No official editorial style guide (house style for capitalisation, numbers, honorifics) was available. The editorial observations above come from limited samples on one day (2026-10-26).\n- No audio or video voice guidance was found (podcasts such as *The Front* exist; see representation.md).\n- The guidelines' brand-architecture diagram did not survive text conversion. Sub-brand voice differences (e.g. Wish, Mansion, Review) are not specified.\n", "signature": "6wfSDDWrSfYiU3Gn9Nr/B+RwU3QG9oLGOewdMU3SbCygLu9+VRn8/DonLuZ/XnKpG/8kKTDhspu21qOrOd05Bw==", "sha256": "3a19b24866940bf6a25dec9e6675486d6c0acdde0c678c0436bbce8e648681b4", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/voice.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice.md" }, { "path": "/.well-known/brand/voice/anti-ai.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: anti_ai\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice.md\n---\n\n# The Australian — Anti-AI language patterns\n\nThese are patterns that mark copy as machine-generated and clash with The Australian's marketing voice: sophisticated, inviting, engaging, challenging, and never long-winded, boring or sensationalist ([G] §01, §06). Brand additions are this package's application of the supplied guidelines. They are **inferred** and have not been reviewed by the brand.\n\n```yaml\ncommunity_reference:\n url: https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing\n rationale: \"Community-maintained, regularly updated catalogue of AI writing tells. Chosen because the BCP project has not yet published a canonical list (spec §17.9).\"\nbrand_additions:\n - pattern: \"In today's fast-paced news landscape\"\n type: opener\n rationale: Throat-clearing opener; the brand must \"get to the point smartly\" and not be long-winded.\n example: \"In today's fast-paced news landscape, staying informed has never been more important.\"\n - pattern: \"Stay informed / stay in the know\"\n type: phrase\n rationale: Generic, passive news-brand filler. The guide asks for active verbs that evoke action (\"Gain unrivalled insight…\", \"Stay ahead of the man and the game…\").\n - pattern: \"dive into, delve into, deep dive\"\n type: word\n rationale: Clichéd AI verbs; the brand vocabulary is uncover, discover, explore, understand.\n - pattern: \"Whether you're X or Y, we've got you covered\"\n type: structure\n rationale: Over-familiar, salesy register the guidelines reject (cf. the 'cuppa' anti-example).\n - pattern: \"Unlock a world of …\"\n type: phrase\n rationale: \"Stock AI marketing phrase. Note: the subscribe page uses 'Unlock every story', which is concrete. Keep 'unlock' tied to a specific benefit, never to 'a world of'.\"\n - pattern: \"It's not just X, it's Y\"\n type: structure\n rationale: Formulaic contrast that reads as filler rather than wit.\n - pattern: Generic adjective stacks with no proof attached (\"trusted, insightful and essential\")\n type: structure\n rationale: \"Generic adjective lists stand in for evidence. The brand's own personality triplets (e.g. 'fearless, curious, world-class' on the subscribe page) are fine when tied to named journalists or concrete benefits.\"\n - pattern: Emoji and exclamation marks in brand copy\n type: structure\n rationale: \"Cheapens the premium register; not present in any guideline text example. Social-template copy in [G] was lost in conversion, so hashtag and emoji norms for social are a gap.\"\n - pattern: \"Ultimately, … / In conclusion, …\"\n type: closer\n rationale: Summary closers are padding. Guideline examples end on the masthead or offer.\n - pattern: Invented authority (\"experts agree\", \"studies show\") without a named source\n type: phrase\n rationale: Conflicts with the brand's stated rigour (\"we check our facts\") and News Corp Australia's editorial code §1.6 (credible sources only).\n - pattern: Calling readers \"members\", \"users\" or \"audiences\" in direct address\n type: word\n rationale: Guidelines say address the reader, not \"members\".\n```\n\n[G] = supplied *Marketing Brand Guidelines – The Australian* (2026, updated July).\n", "signature": "po3gqIq6TNHlOPzKUaxz0VTYkuF85+crb9nIDpx4PO1mULK8HqlCvad1C/tvl8rMB6lRTevmJUhV/ZBgiaUpBw==", "sha256": "34115993487071454a8757a808c5ab44fefd895d385d34961cc29f7b6310e21f", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/voice/anti-ai", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/voice/anti-ai/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/voice/anti-ai.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/voice/anti-ai.md" } ] }