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The timing for Murdoch couldn't be better. With News Corp.'s deep pockets, he is attacking the Gray Lady at a moment of incredible vulnerability. Along with much of the rest of old media, the Times has been losing advertising dollars to the Internet hand over fist, though its Web site is a big hit with readers. Late last week its parent company reported a first-quarter loss of $335,000; the Times's own business section said it was "one of the worst periods the company and the newspaper industry have seen." Advertising, its lifeblood, fell almost 11 percent, "the sharpest drop in memory," the Times wrote. The newspaper is currently seeking to chop its staff by 100 through a voluntary buyout, and the cost-cutting isn't likely to abate in the months and years ahead. By contrast, Murdoch has been letting the spending flow at the Journal—beefing up its Washington bureau, seeking additional printing capacity and planning the launch of a glossy weekend magazine, WSJ., edited by Tina Gaudoin, a Brit who worked for the Murdoch-owned Times of London.

From the beginning, Murdoch had no intention of radically altering the appearance of the Journal, once known for its ink-dot black-and-white illustrations. The series of editorial and design changes introduced this week, and yet to come, are more evolutionary than revolutionary. Collectively, however, his modifications represent a shift more profound perhaps than any of the previous overhauls in the paper's 119-year history, including its late-to-the-party introduction of photographs in the 1980s, to its redesign of the iconic front page in 2002. Under Murdoch, news stories on politics and national and international affairs may just as often dominate page one as the business pieces that have been its bread and butter. Along with the refocused front page, Murdoch is effectively relaunching the entire A section as a catchall for general news. As of Monday, the second section, Marketplace, becomes home to the Journal's coverage of corporate America, while the third section, Money and Investing, remains the showcase for news of the financial markets and investing. A culture section is under development for a fall debut in the Journal's weekend edition, and Murdoch has added a weekly sports page. The op-ed section, famous for its erudite and influential espousal of conservative ideology, will grow to three pages from two.

Rather than entrust the job of all this to subordinates, Murdoch has been devoting half his time since acquiring Dow Jones to reshaping the paper. He has become a regular and jarring presence in the Journal newsroom: ever since he appeared unannounced on Easter—to, as he puts it, "set an example"—top editors have been dragging themselves into the Journal's headquarters across from Ground Zero on Sundays. "What sets Rupert apart is that after he's made a major acquisition, he goes in and works it and gets it running the way he wants it to, and then leaves managers in place," says Arthur Siskind, senior adviser to Murdoch.

"I grew up at the knee of my father," Murdoch mused as he prepared to jet off to the World Economic Forum at Davos earlier this year. After inheriting the Adelaide News from Keith Murdoch, a political reporter who went on to run an Australian media conglomerate, Rupert spent the next several years acquiring, launching and investing in newspaper and broadcasting properties in Australia. Then he set his sights on Britain and the United States. In England he bought the News of the World, The Sun, The Times and The Sunday Times. In 1973 he hopped the Atlantic and picked up the San Antonio Express and News. Over the ensuing years, he launched the supermarket tabloid The National Star and snared the New York Post, New York Magazine, The Village Voice, the Boston Herald and the Chicago Sun-Times (today he owns only the Post).

To Murdoch, the addition of each property represented a challenge to the established order—a notion that is now one of the main themes of his professional life. Speaking in his thick, sometimes indecipherable Aussie accent to dozens of News Corp. personnel managers who gathered at a Manhattan theater this February, he reiterated that mantra. "We are again challenging the status quo by seeing the continuing value of and investing resources in print publications," he told the crowd. "We are reinvigorating the world's greatest brand in financial journalism." Then Murdoch rushed off to attend more meetings at the Journal. A redesign of the paper's very successful Web site, with beefed-up interactivity and access to more free articles, is on the drawing board for this fall. And Journal reporters will appear regularly on the Fox Business Network when a pre-existing deal with CNBC lapses.

No detail about the paper's business seems too small for him to consider: in a recent interview, he describes with frustration how it currently requires a seven-hour truck drive from the Journal's printing plant in Riverside, Calif., to deliver newspapers to Phoenix. The need to bolster and broaden the Journal's production and delivery is one reason his battle with the Times will have to unfold gradually, he explains. Already, he is striking arrangements for local newspaper publishers to print the Journal; that way, not only can the paper be delivered earlier but the deadlines for stories can be extended.

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Member Comments

  • Posted By: getzel @ 04/25/2008 3:03:07 PM

    Mr. Murdoch: Why no coverage of one of the biggest untold stories in 2008: Condoleezza Rice has an oil super tanker transporting oil to and from the mid east: named on the side of the supertanker CONDOLEEZZA RICE; ok they erased her name when she went in politics and parade her as a provost.

    Google it to see a picture of the CONDOLEEZZA RICE super tanker!

    That fact should get the readers suspicion up that something is terribly wrong.

    Intelligence analyst: Getzel

    License reporters like Doctors, Lawyers, & CPAs

    Any reporter on cable, satellite, or TV, or radio should be licensed and certified as a master in the field he/she reports on or they should not be allowed to call it news. We need talk radio to be free market, government butt out; however talk shows should be required to disclose the calls are not a random sample if the calls are screened as to the callers question.

    The reporters today, which of course I do not have a TV, are almost invariably not remotely knowledgeable about the issues they cover and therefore do not even know how to ask the significant questions.

    With one example I think I can prove beyond a reasonable doubt how broken the news reporters are and news reporting is. Out of 300 million Americans I doubt more than a few thousand are aware that Condoleezza Rice has an oil supertanker named after her; And that her name was changed off the supertanker before she went in politics and Condi is presented as a Provost instead of a major player in oil. I believe that constitutes outright fraud on the part of reporters in reporting to the American people. The reporters can not be relied upon to report and the American people accept Anna Nicole and Brittany as news instead of as people magazine.

    The Presidential debates should be between the candidates; the people magazine reporters parading as newsmen, in my view, dumb down the whole thing. A system for questions to be asked should revolve around people posting question on line and people voting which questions should be asked.

    I think reading on line news that does not contain Newsweeks standard for a talk back blog means you are reading someone???s biased agenda that is afraid of the truth being known.

    Intelligence analyst: Getzel

  • Posted By: itsdan @ 04/24/2008 8:43:15 AM

    The print version of this story prominently calls out a quote above, but replaces "subordinates" with "lackeys." Interesting choice of words, especially for the large bold font. It seems the "respectable press" continues with its daily delusion that they are objective, and well, respectable. I'm no Murdoch fan, but I do love irony. Since I'm sure you won't even consider the possibility that your own poo doesn't stink, maybe you could at least get your lackeys on the copy desk to be more careful.

  • Posted By: getzel @ 04/22/2008 9:04:03 PM

    Mr. Murdoch: Why no coverage of one of the biggest untold stories in 2008: Condoleezza Rice has an oil super tanker transporting oil to and from the mid east: named on the side of the supertanker CONDOLEEZZA RICE; ok they erased her name when she went in politics and parade her as a provost.

    Google it to see a picture of the CONDOLEEZZA RICE super tanker!

    That fact should get the readers suspicion up that something is terribly wrong.

    Intelligence analyst: Getzel

    License reporters like Doctors, Lawyers, & CPAs

    Any reporter on cable, satellite, or TV, or radio should be licensed and certified as a master in the field he/she reports on or they should not be allowed to call it news. We need talk radio to be free market, government butt out; however talk shows should be required to disclose the calls are not a random sample if the calls are screened as to the callers question.

    The reporters today, which of course I do not have a TV, are almost invariably not remotely knowledgeable about the issues they cover and therefore do not even know how to ask the significant questions.

    With one example I think I can prove beyond a reasonable doubt how broken the news reporters are and news reporting is. Out of 300 million Americans I doubt more than a few thousand are aware that Condoleezza Rice has an oil supertanker named after her; And that her name was changed off the supertanker before she went in politics and Condi is presented as a Provost instead of a major player in oil. I believe that constitutes outright fraud on the part of reporters in reporting to the American people. The reporters can not be relied upon to report and the American people accept Anna Nicole and Brittany as news instead of as people magazine.

    The Presidential debates should be between the candidates; the people magazine reporters parading as newsmen, in my view, dumb down the whole thing. A system for questions to be asked should revolve around people posting question on line and people voting which questions should be asked.

    I think reading on line news that does not contain Newsweeks standard for a talk back blog means you are reading someone???s biased agenda that is afraid of the truth being known.

    Intelligence analyst: Getzel

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