Big Advertiser Supports News Corp. Climate Change
One of Australia’s largest advertisers, supermarket giant Coles, welcomed signs of an impending postponement of reporting on climate change by Rupert Murdoch’s News Corp, stating that it expects its media partners to share their commitment to protecting the environment.
Coles controls one of the largest advertising budgets in Australia and has positioned itself as Australia’s most sustainable supermarket. His advertisements, which appeared in News Corp publications and elsewhere, recently focused on Zero Waste, Zero Emissions, and Zero Hunger.
Coles said it expects its media partners to reflect its brand valuesCredit:Janie Barrett
When asked if it would support News Corp in changing its stance on climate change, the company said it applauds all efforts to promote climate change in order to protect our planet and the climate, “said a Coles spokesman. “Coles’s media strategy goes beyond brand safety and suitability to include brand stewardship. We always try to ensure that the placement in the media reflects our brand and campaign values. “
The Sydney Morning Herald and The Age on Monday News Corps revealed plans for a company-wide campaign to promote the benefits of a climate-neutral economy, a decision that could end its longstanding editorial hostility to action against climate change.
Sky News chief Paul Whittaker said at a Senate hearing on Monday that Sky would air a documentary on the COP26 climate talks in Glasgow in November as part of the effort. A campaign led by news.com.au columnist Joe Hildebrand is expected to run on News Corp’s tabloids, including The Herald Sun and The Daily Telegraph, from late October, which is expected to be heavily focused on jobs in a decarbonized economy , particularly to the labor industries such as mining, raw materials, and agriculture.
The reasons for the change in perspective are unclear, but News Corp insiders have suggested that advertiser pressure may have played a large role. Rupert Murdoch’s global media empire is facing increasing international condemnation and pressure from advertisers for its editorial stance on climate change, which has long cast doubt on the science behind global warming.
It has proven difficult to maintain this stance as leading companies like Woolworths, Macquarie Group and Telstra start aggressively pushing their green credentials. Mining companies have also backed their targets of net zero emissions by 2050 as a growing number of banks, insurers and institutional investors accelerate coal sales. Woolworths and Coles took advantage of the Tokyo 2020 Olympics to broadcast advertising that focused on their green credentials.
Australia is one of five countries that have not made a commitment to be carbon neutral by 2050. Like Australia, Singapore has not committed to a net zero date while Ukraine, Kazakhstan and China have agreed to be net zero by 2060.
Like most media companies, News Corp is still reliant on advertising revenue despite increasing subscriptions to its newspapers.