Rupert Murdoch announced In May 2007 that News Ltd would become a Carbon Neutral Company by 2010. That is a great commitment by itself. However, what was more important was the focus of Murdoch on the audience that his papers captures.
Our audience’s carbon footprint is 10,000 times bigger than ours… That’s the carbon footprint we want to conquer. We cannot do it with gimmicks. We need to reach them in a sustained way. To weave this issue into our content– make it dramatic, make it vivid, even sometimes make it fun. We want to inspire people to change their behavior
The challenge is to revolutionize the message.
My conclusion was that, The real message in the speech is this: The unique potential– and duty– of a media company are to help its audiences connect to the issues that define our time.
Now, News Ltd has a launched a initiative called One Degree where they plan to continue the two goals suggested by Murdoch.
The website provides information on what News Ltd is doing to tackle climate change. Information on what consumers can do in the areas of water, recycling, lifestyle and energy. In addition, links to Climate Change science and questions about its validity are provided. Every refresh of the webpage provides a fact regarding climate change. And the website is a refreshing blue colour.
To continue their goal of connecing their audiences to the issue, The Advertiser, a News Ltd paper for the state of South Australia will start a “A 10-part series, outlining the history and challenges of climate change and how readers can make a difference, will be published in coming weeks.” This series will start from 6th August in Adelaide for a period of two weeks. In addition, an Ad in the paper yesterday mentions that there will be daily tips in the paper.
I will be buying the paper from next week for the magazine and it will be interesting to wait and see the effect this has on the employees in my organization.