To be honest, I actually think a promotional tactic like this would be a better one for the Nine Entertainment Company to adopt in a wide campaign for all of their news properties - particularly a Sydney & Melbourne perspective where you could do something which shows how NEC media is a part of a city’s day from the moment they wake up to the moment they go to bed.
There’s something quite strong about the idea of a promo which starts in the early hours of the morning where a copy of the SMH/Age is delivered to someone’s house which is on the table at breakfast while Today is on the television screen. This would likely be followed by scenes of the morning/afternoon commute where the radio is on 2GB/3AW in the car, midday radio news on at work, arriving home to Nine News with Peter Overton/Hitchener…you get the idea.
Of course, along with the promos featuring all properties such a campaign would likely include individual ads/promos for the newspapers (including the websites and apps, etc.), radio stations (including radio news bulletins) and Nine News which in some way or another, would tie-in with each other and include a common slogan such as “Sydney’s news lives here” or maybe even something like “Sydney’s 24 hour news source” to give the “Australia’s most trusted” ABC News promos a run for their money.
No doubt such an idea would be expensive and yes, of course some unique branding elements to each media property like the logos should remain. SMH and The Age have had their logos for as long as everyone can remember and then some, so I wouldn’t recommend changing those. But in the long run, I think it’d make more sense to have a wider promotional strategy for the news-related properties which all point to the same tagline than continue a tradition of completely individual approaches.