We look beyond the obvious news and try to find out what is going on behind the scenes. That is to say we are not newspapers of record or reflexive papers. We do not follow the agenda presented by press officers, politicians, or sometimes even day-to-day events.
It is our job to see that matters of public interest are placed in the public domain regardless of political or financial power.
Although not papers of record, we cannot easily ignore major events. A murder is a major story. So is five dead on a bypass or a huge increase in local taxes. We do not, however, follow other newspapers. If timing gives them first bite we must find another angle.
We should not lead on any story which has had substantial play in other newspapers or television unless we have a very strong new angle which shifts the perception of the story - in effect making it an entirely new story.
The exceptions to this rule are if it is a court story on which we have already reported or a follow-up to what was our story in the first place.
What we are most noted for is the investigation that reveals that which somebody, or some body, wants to hide.
While we accept that we cannot - and should not - seek to produce a devastating sensation every week, we must be concerned to maintain the ‘must read’ factor; to ensure that the first paper readers pick up on Sunday morning is ours because they expect to read something interesting, pertinent and maybe important to them.
We are not in thrall to the tyranny of the ‘sexy’ story. Sometimes the most important story of the week may seem stodgy to people reared on instant sensation, but if it is the most important story of the week it should be treated as such.
Well-written columns, notebooks, features and leisure articles must be just as interesting as news. This includes John Ball's Diary and sport.
Stories must be fair, accurate and, so from the newspaper's point of view, unbiased. We have no agenda and are not out to get anyone or anything.
Our newspapers can be critical but that is an important aspect of any decent newspaper.
Good news stories and quirky stories also have their place so long as they are genuinely newsworthy and have relevance to our readership.
We are not sour or negative for the sake of it. We are sceptical of authority and politicians but not cynical.
While renowned for critical journalism, there is space for good news, so long as it is news. Soft stories, propaganda dressed up as stories and press releases should be avoided. Charity stories are allowed but only exceptionally. This is for news value reasons, not because we are anti-charity.
It is vital, and not just for legal reasons, to give the subject of any critical story the right to reply.
This right does not mean a simple phone call but must demonstrate that every effort to make contact was made, even holding the story over if necessary.
Equally, we will not spike a story simply because the subject of criticism refuses to comment - that would be too easy a get-out.
We should make every effort for comment though and avoid any critical story being one of only one source.
Specifics
Our newspapers are independent and non-aligned. We rarely run leaders but if we do it must be remembered that they are the official voice of the company.
We do not support racism, anti-immigration, anti-abortion campaigns or the demolition of the NHS.
We are in favour of the NHS, state schooling, while not being opposed to private health and private education, sexual and racial equality in the workplace and in public bodies.
These views will not often need expression as we do not as a rule anonymously pontificate to our readers.
With regard to stories we have no agenda or political bias but consider only its newsworthiness.
In named articles, such as columns, features and letters, other opinions are allowed but we still give no space to racism.
No space for racism
We avoid descriptions which reinforce prejudice, such as 'Black defendant', and 'Asian charged with fraud'. Where somebody's ethnic origin is a relevant factor, it may be used, but not otherwise.
This applies to all stories: if we would not mention he or she was Welsh, then it is wrong to point out any other ethnic minority.
Be careful of planted stories from racist organisations such as the BNP. They often pretend they are fielding candidates or holding rallies simply to stoke up fear and gain publicity.
Religion
We have no bias towards or against any religion, although where there is a clash between religious fundamentalism and the liberal-ish ethos of our society, we would normally side with the latter.
We do not allow ourselves to be put off stories because the the people concerned may be from ethnic minorites but neither do we climb on any bandwagon attacking ethnic groups through their faith.
Sex, paedophiles and swearing
Sex stories must be treated carefully. The nitty-gritty of sex cases should not be detailed in the paper. Graphic description should be avoided.
With regard to paedophile stories we should ignore witch hunts and have no part in 'outing' paedophiles unless we can demonstrate he is proving a danger by getting himself in a position to re-offend.
Politics and health
As the advertisment run by the Electoral Commission stated: 'If you don't do politics, you don't do much'.
Politics is not boring, although it can be written so as to seem that way. The trick is to write about it in a way that is intelligible and interesting. It calls for people who understand it, can write clearly and find out what is going on behind the scenes and what the council wants to keep secret.
The main council meetings should be attended by a reporter.
The same is true of health quangos, hospitals and general health stories, which have moved up the news agenda in recent years.
Courts
Court stories have also moved up the news agenda. A good court reporter is now an essential part of the news desk. Such a reporter should have good knowledge of court proceedings and know when to challenge court orders. Pictures are also very important and, while it can be time-consuming and frustrating, every effort should be made to get the picture. Obviously the law, with regard both to issues of identity and where pictures around court can be taken, should be observed.
Photography
As they have become more important, so pictures have been brought more into focus regarding lawyers and the PCC. Mock-up pictures are generally to be avoided but if they are used, the picture caption may have to make it clear that they are mock-ups.
Equally the back-door privacy law makes the using of some pictures more difficult. Photographers or subs should not take pictures off the internet without authority as there are both issues of copywrite and criminal law.
Police
On the whole relations between our titles and the police are much better than they used to be and that is to the good. There is also, to some extent, a public duty on newspapers to run certain police stories and information. The police also have to accept the occasional critical story, which, so long as we are fair and accurate should give no cause for complaint.
Business
This is an area which often goes by default, as like politics, editors either do not understand it, or think it is boring, or both. Industry and commerce produce good stories and often affect people's lives more than most tales. Stories such as these do not need to wait for a monthly business section
Leisure
Different papers have different styles for leisure. This is ok so long as general rules are observed; the first being that it is well written. Editors have been known to pick over news stories with a fine toothcomb but let any drivel appear in leisure. The quality should be as high standard as the rest of the paper. Writers of reviews, particularly restaurant reviews should not fall into the trap that libel laws only apply to news stories.
Letters
These are a well-read part of any newspaper. As with the other sections of our titles, we should, wherever possible, ignore boring letters and cut long letters. As with news stories letters that appear in other newspapers should not be used unless in a direct response to a story previously run in the paper. Priority will be given to responses to the previous week's stories, particularly by those criticised in any story. If people have a go, so be it. We dish it out, we should take it. 'Editor's notes' should be avoided unless on questions of fact or accuracy. Letters should normally include full name and address. Name and address supplied should only be used in exceptional circumstances. Full address should be used and not email address or by email.
Stories from other papers/ internet
It is perfectly acceptable to take stories from national newspapers and the Internet. Care must be taken, however, to check the story ourselves, get our own comments and, in effect, write our own story.
Sport
Sport is a very important part of the newspaper.
The top clubs in the area - rugby and football - should be covered with others given space on a sliding scale.
As with news, care should be taken to ensure we are accurate and designs and lay-out are up-to-date. Pictures are increasingly important in sport and editors should not be afraid of using them on the front page as well as the back if the occasion demands.
In the summer we should add variety to the normal diet of cricket, athletics and motor racing.
Editorial and advertising
We do not allow advertisers to dictate editorial. Any attempt to do so should be politely but firmly rejected. We do not attack advertisers for the fun of it but genuine and accurate stories should be run. Equally we do not spare ourselves. What is sauce for the goose is sauce for the gander and any genuine story - positive or negative - about employees should be run.
Equally we do not run stories which are basically advertising as news stories. If people, companies, institutions want to tell the world, or our part of it, how well they are doing, then, unless there is an angle that makes it newsworthy, politely direct them to advertising.
As a rule we also do not cover charities. This is partly because these days there are so many charities that space simply does not allow it. The fact they are so common does not make them usually newsworthy.
Press complaints commission and General corections
We recognise the authority of the PCC and accept its guidelines. There is a public interest defence - which is not the same as 'interesting to the public' - which can overrule some of the guidelines but it must be used with care. Complaints of inaccuracy must be dealt with promptly. If the inaccuracy is proved, correct it as soon as possible, generally on a similar page.
Trying to avoid the consequences of an error is usually much more trouble than it is worth and can be very expensive. Admitting and correcting mistakes generally meets with approval while attempted cover-ups often lead to disaster.
Priority in the letters pages should be given to complaints about meaning or interpretation unless they are obviously deranged.
Obtaining comments
As stated earlier but it is worth reinforcing, comments should be obtained from anybody who is criticised explicitly or implicitly in a story. If the person is genuinely not available - such as on holiday - then the story should be held. Only after we can demonstrate every effort has been made to give someone a chance to speak and still no comment is forthcoming should we consider running the story. One sided or 'single source’ stories are not only dangerous but generally journalisitically unfair and unethical.
Summary
Our papers should have meat in them and appeal to people with a serious interest in their community. There is also a place for human interest, wit, being an irritant and making people laugh. It is a matter of balance. We should also recognise the changing value of news and, while not tempering our style or blunting our edge, be aware of movements in media law, such as privacy.