This document is one for the history books.
"The News of the World was in the business of holding others to account. It failed when it came to itself.
We are sorry for the serious wrongdoing that occurred. We are deeply sorry for the hurt suffered by the individuals affected.
We regret 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."
Rupert Murdoch 'sorry' in newspaper adverts
National newspapers are running a full-page advert with a signed apology from Rupert Murdoch over "serious wrongdoing" by the News of the World.
The advert states: "We are sorry for the serious wrongdoing that occurred."
Rebekah Brooks, a former editor of the paper, and senior News Corporation executive Les Hinton both resigned on Friday over the phone-hacking scandal.
The printed apology expresses regret for not acting faster "to sort things out".
The reactions in the comments section at BBC.co.uk suggest that Murdoch has much more work to do before winning the hearts and minds of the British public:
Two words " DAMAGE CONTROL"
We are sorry we got caught and will endeavor to make sure it never happens again (getting caught that is)
I grew up in the 80s when the biliously racist, sexist and homophobic Sun newspaper was pouring out its poison in the UK. Murdoch and his papers could have introduced the high ethical standards he's suddenly become a convert to at any time in the last 40 years. It's only when his business is affected that he's suddenly contrite about the way they behave.
This is a curious sentence:
"The News of the World was in the business of holding others to account."
They hacked the phone of Milly Dowler, an abducted and murdered schoolgirl, whose parents clung to the hope that she was still alive due to the activity on her phone. They interfered in the investigation of the murder of Graham Foulkes, who was killed in the 2005 London terrorist bombing. They are currently under investigation by the FBI for allegations that they hacked the phones of 9/11 victims.
Yet in this historic apology ad that they placed in the nation's newspapers, they decide to continue evading full responsibility for what they did, by saying:
"The News of the World was in the business of holding others to account. It failed when it came to itself."
It didn't fail when it came to "itself." You did Mr. Murdoch, when it came to yourself, your organization and the bottom feeders in your employ. You still are failing.