We know the Adelaide Advertiser is a real tabloid newspaper after it ran this picture on its news front page yesterday:

The photo is of Brisbane woman Tanya Power (a witness in the Brimble inquest) lying on a bed with Adelaide man of interest Dragan Losic. While she wasn't naked, and was wearing underwear, the pixilation made it look like she was naked.

The negative public reaction to yesterday's picture was immediate and it was almost impossible to get through to the switchboard.

But amid the furore the Advertiser's editor, Melvin Mansell, was seen meandering nonchalantly around his office, acting as if the storm would blow over. And today he was on ABC Radio sounding laidback.

It was the kind of arrogance displayed in the paper's page-two backdown in today's paper headlined "Readers critical of picture". The story even had a justification, saying the “same photograph was also published around the nation, albeit with a different treatment”.

The "different treatment" was that they cropped the photo so the woman wouldn't be degraded further by making her look naked. The non-apology reads like a bland news report, is less than half the size of the paper's footy promotion, and concludes with these words: “The Advertiser appreciates, welcomes and considers such forthright feedback from readers. We value your feedback and will act upon it.” Then it throws to a few short negative letters on page 17.

Crikey understands that more "feedback" will be heading the way of Waymouth Street from several powerful community and church leaders.

As for Mansell, rumours of his departure from Waymouth Street have been rife since late last year. If yesterday's tabloid act costs sales, it might just be his ticket on the next cruise ship out.