To the left, to the left...The Oz will ditch its parent company's conservative roots.
Background: The Australian is a broadsheet newspaper published by News Corp Australia. It's been around since 1964 and it's got around 2.4 million readers across its online and print editions.
What happened: The Australian is known for being a conservative newspaper. But that could be about to change. Sorta. The Australian is planning to launch an offshoot publication called The Oz.
What else: The Oz will likely be an online publication, directed at young Aussies - as part of a plan to entice a new, progressive audience.
💡When a company takes a particular political stance, it can often alienate an audience who has opposing beliefs.
💡But in this day and age, it's actually seen as more problematic for a company to not take a political stance. You're kinda damned if ya do, damned if ya don't.
💡The Australian seems to be attempting to be one-part conservative (The Australian) and one-part progressive (The Oz). We'll just have to see how this goes down with their target audience, 'cos we know Gen Z value authenticity above all.
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