BBC News - Rupert Murdoch 'sorry' in newspaper adverts

MURDOCH SAYS SORRY: News International is running full-page ads in UK newspapers today, admitting 'serious wrongdoing' by the News of the World. The BBC reports:

The printed apology expresses regret for not acting faster "to sort things out".

"I realise that simply apologising is not enough. Our business was founded on the idea that a free and open press should be a positive force in society. We need to live up to this.

"In the coming days, as we take further concrete steps to resolve these issues and make amends for the damage they have caused, you will hear more from us", says the statement, signed "sincerely, Rupert Murdoch".

I think this is generally a good idea on their part. There is no longer any money to be salvaged for News Corp now; they lost the BSkyB bid and have closed the News of the World - the only thing they can save now is their reputation, an asset more valuable than a newspaper. Let's see if it works.