What possessed Rishi to announce his proposed vaping ban exclusively on LadBible
People are asking me what possessed Rishi to announce his proposed vaping ban exclusively on LadBible. It’s such a baffling comms strategy that I can only guess. Despite serious concerns about the health hazards of children vaping, the policy itself isn’t an easy sell.
Before becoming mired in culture war skirmishes, Rishi had signalled a return to laissez-faire pro-business conservatism; it’s hard to see how this policy, which has prompted a surge in ‘nanny state’ headlines, is consistent with that approach.
The comms strategy hasn’t made the job any easier. LadBible’s social-first transition and editorial expansion to politics, sports and entertainment has allowed it to outlive several digital media competitors, but its very name speaks to a blokeish noughties-millennial-uni culture that no longer exists in the same form.
This simple truth debunks any notion that, through LadBible, Rishi was speaking directly to the youth. In fact, per SimilarWeb, only 13% of LadBible’s online audience are under 25, so its largest demographic is closer in age to the parents of those impacted by the ban.
In any case LadBible lacks the editorial power to truly influence the news agenda. Experienced operators give exclusivity on potentially sensitive or divisive news to a trusted journalist at a media outlet whose editorial line is naturally sympathetic and whose credibility is sufficient for other outlets to follow. A news story and op-ed combo is a common way to land the story that juxtaposes information and rationale.
LadBible’s credibility has grown in recent years; an astute question by editor Simon Binns during a COVID press conference drew attention to the increasing quality of its journalism. (Incidentally, Binns now appears to be working for the Cabinet Office so may have facilitated the exclusive.) But it’s still seen by many as a glorified meme channel, and hard news exclusives followed-up by other outlets are rare, suggesting that its news agenda influence still lags behind the traditional powerhouses.
Of course, other outlets did follow the story, but the LadBible story failed to establish the government’s desired narrative, and the zeal with which right-wing publications criticised the ban (abetted by mutinous briefings from Tory libertarians) won’t have been restrained by the choice of exclusive. As traditional media allies begin to turn against the ailing government, overlooking them for a significant policy announcement in an election year will hardly appease disgruntled editors.
