The History of the Times: The Murdoch Years. Graham Stewart
played in the previous conflict. But when, in 1941, ten-year-old Keith Rupert Murdoch arrived at boarding school, it was to discover to his surprise that it was his father’s crusade to bolster the power of the press that was often looked at with mistrust and apprehension.
Though he showed little interest in Geelong’s emphasis on team sports, Rupert Murdoch’s childhood had been predominately spent outdoors with his three sisters riding and snaring (Rupert persuaded his sisters to skin the unfortunate rodents for a modest fee while he sold on the pelts at a larger mark-up). Home was his parents’ ninety-acre estate, Cruden Farm, thirty miles south of Melbourne. The house itself was extended over the years and by the time Rupert was growing up there it resembled the sort of colonnaded colonial residence more generally associated with Virginian old money. But rather than be overexposed to its creature comforts, Rupert spent his evenings between the ages of eight and sixteen in a hut in the grounds. His mother thought it would be good for him.96
Cruden was named after the small Aberdeenshire fishing village from which Rupert Murdoch’s grandfather, the Revd Patrick Murdoch, had lived and preached. A Minister in the principled and unyielding Calvinism of the Free Church of Scotland, the Revd Murdoch had in 1884 transferred his mission to the fast-expanding metropolis of Melbourne. Widely admired, by 1905 he had risen to the church’s highest position in the country – moderator of the General Assembly of Australia. The grandfather on his mother’s side provided young Rupert with a contrasting influence: Rupert Greene was an affable half-Irish, free-spirited gambling man. Not surprisingly, commentators came to see Rupert Murdoch as, in some ways, a composite of the two.
In 1950 Murdoch went up to Oxford University. For the most part he enjoyed student life there and later became a generous benefactor of his college, Worcester. But at the time, and despite the efforts of such eminent tutors as Asa Briggs, it was not his Philosophy, Politics and Economics degree course that held his attention. At the Geelong school debating society, he had espoused radical and frequently socialist views. He maintained this stance at Oxford, often attending Union debates where bestrode confidently the young Tory matador, Rees-Mogg of Balliol. Murdoch, however, chose to stand for office in the university Labour Club. The club’s president, the young Gerald Kaufman, had other ideas, and had him disqualified for illegally soliciting votes (canvassing being – technically – forbidden). Some thought it was Murdoch who was indulging in gesture politics. He kept a bust of Lenin in his rooms, but they were among the finest in college. He was also one of the few students committed to the triumph of the proletariat to own, in his final year, a car in early 1950s Oxford. He had an eclectic circle of friends in a whimsical philosophical society he joined named after Voltaire. Cherwell described him as ‘turbulent, travelled and twenty-one, he is known … as a brilliant betting man with that individual Billingsgate touch. He manages Cherwell publicity in his spare time.’97 Relegated to even sparer time were his studies and in 1953 he went down with a third-class degree.
On coming down, he got his first taste of Fleet Street as a junior sub at the Daily Express. The pride of Beaverbrook’s titles, the Express was at that time close to the summit of its prestige and popularity. Edward Pickering found time to keep a paternal eye on Sir Keith’s son as he toiled away on the subs desk. Indeed, Pickering assumed the mentor’s role for Rupert Murdoch that Northcliffe had played for his father. And the young journalist appreciated the training, retaining throughout his career the highest regard for the man he would ultimately make executive vice-chairman of Times Newspapers.
In September 1953, Murdoch returned to Australia. But it was not the homecoming of which he had once dreamed. Sir Keith had died the previous year while his son was still up at Oxford. It was a terrible blow. ‘My father was always a model for me,’ Murdoch later said. ‘He died when I was twenty-one, but I had idolized him.’98 And the son had learned something else from his father’s experience: Sir Keith had built up a newspaper empire, but as a manager, not an owner. After death duties had taken a sizeable claim, the money left for his widow Lady (later Dame) Elisabeth, son and three daughters was held in the family holding company, Cruden Investments. The Herald Group persuaded Lady Elisabeth to sell them the Murdoch half-share in the Brisbane Courier-Mail on terms that proved highly favourable to the Herald Group. Thus the only proprietorship left for Rupert Murdoch to inherit was a controlling interest in News Limited, owner of a single by no means secure daily, the Adelaide News – which was not even the biggest paper in Adelaide – and its sister title, the Sunday Mail. The immediate response of the Herald Group was to try and strip him of it. On failing to persuade Lady Elisabeth to sell them the Murdoch stake in News Limited, they announced their intention to drive the Adelaide News out of business. Sir Keith had helped make the Herald Group the most important media company in Australia. Its treatment of his family on the morrow of his death caused tremendous acrimony. And it instilled in the son an important lesson about where power lay. He would follow in his father’s footsteps, but with one crucial difference – he was determined to own the papers he built up.
The first objective was to see off the Herald Group’s assault on the Adelaide News and Sunday Mail. The attack was repulsed and News Limited became the basis of Rupert Murdoch’s acquisitions fund. Within two years of taking the helm he saw its net assets double. After purchasing a Melbourne women’s magazine, the loss-making Perth Sunday Times became his first newspaper acquisition in 1956, when he was still only twenty-four. He transformed its sales but kept its sensationalist reporting. The purchase of other small local papers followed. Then he bid successfully for one of the two licences for Adelaide’s first television channels. His Channel 9 beat the rival Channel 7 to be first on the air and started generating enough revenue to finance far grander dreams of expansion. Sydney’s newspaper market was a virtual duopoly of the Fairfax and Packer families but in 1960 Murdoch got a foot in the door when Fairfax sold him the Mirror, a downmarket paper which had become something of an embarrassment to the company and which when sold, it was imagined, would be less of a threat if owned by an outsider like Murdoch than by a more direct rival. Instead, the result was a no-holes-barred circulation war in which Sydney’s tradition of sensationalist reporting was surpassed.
In 1964 Murdoch launched his first new title. Based in the capital, Canberra, The Australian became the country’s only truly national newspaper. It was also a serious-minded broadsheet, committed to political analysis and in-depth reporting. In other words, it was a departure from its owner’s previous projects. Maxwell Newton, The Australian’s editor, recalled that on its first night Murdoch told him, ‘“Well, I’ve got where I am by some pretty tough and pretty larrikin methods … but I’ve got there. And now,” he said, “what I want to do – I want to be able to produce a newspaper that my father would have been proud of.”’99 He stuck with the paper ever after, despite its inability to return a profit.
In 1969, Murdoch made the great leap, breaking into the British market with a newspaper far removed from his product in Canberra. He had originally wanted to take control of the Daily Mirror, but purchasing sufficient shares proved impossible. The News of the World was a popular Sunday institution, long known as the ‘News of the Screws’ because of its stories about defrocked vicars and low goings-on in high places (or just low places if it was a slow news day). With six million copies sold each Sunday (down from a peak of over eight million in 1950), the raucous and right-wing publication had the largest circulation of any newspaper in Britain. But by 1968 its Carr family proprietors, giving the outward impression of ennui, found themselves fragmented and receiving the unwelcome attention of Robert Maxwell. In order to prevent Maxwell buying a third of their company’s shares, the Carrs opted to sell a 40 per cent stake to Murdoch. This seemed the best policy since, although the thirty-eight-year-old Australian would become managing director, he had promised that he would not seek to increase further his share and that Sir William Carr – or, in time, another member of his family – would continue to be chairman of the company. Within six months of the deal going through, Murdoch duly increased his share, entrenched his control of the paper and forced Sir William, incapacitated by illness, to resign.