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· Posted on
February 21, 2024

The Australian is launching new site called The Oz

To the left, to the left...The Oz will ditch its parent company's conservative roots.

What's the key learning?

  • The Australian is known for being a conservative newspaper, but it's planning on launching a younger, progressive online site called The Oz
  • 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.

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.

🔔 What's the key learning?

💡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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