The Fairfax message says it all really

They used to be the quality newspapers of Australia - the Sydney Morning Herald and the Melbourne Age. The kind of papers you read if you aspired to drive a Mercedes or a BMw. Perhaps that dwindling band of purchasers of these once great broadsheets are still that kind of people but the publishers clearly think their readers on the internet are a different kind altogether.
As evidence I product this email received yesterday. Win a Ute! it says. "The search for Australia's Hottest Tradie is on! At RSVP, we're saying goodbye to the metrosexual male and celebrating our hardworking tradesmen. One winner will be crowned Australia's Hottest Tradie and will take home a brand new Ute plus a host of fantastic prizes. So, if you're a tradie enter now and ladies... we're counting on your vote!"

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