Rupert Murdoch: It’s one of my lifetime achievements

RUPERT ­Murdoch says he regards the ­creation of The Australian on July 15, 1964, as ‘one of my main lifetime achievements’.

IN a rare personal reflection on the eve of The Australian’s 50th birthday, its founder, Rupert ­Murdoch, says he regards the ­creation of the newspaper on July 15, 1964, as “one of my main lifetime achievements”.

“I hope I have many more yet,” Mr Murdoch told me when interviewed in Los Angeles. “But this was very important, a very important landmark in my life.”

At a time of pressure worldwide on the newspaper business model he projects confidence. His twin messages are about brand power and the tran­sition to the future.

“If you establish a great name, like The Times in London or The Australian or The Wall Street Journal, people love it in all its forms,” he said. It is the reason he is “absolutely confident” about the future of the masthead.

Asked whether The Australian would last another 50 years, he replied: “I thought it would make it forever. I still do.” The key is a powerful brand transmitted across different platforms.

“What are really interesting are the new technologies and digital applications,” he says.

“Only a few weeks ago we brought in a new app, with a new version of The Australian. The ­average engagement … in the last few weeks has gone to 20 minutes but that will go to 40 minutes as the London Times has.”

The man who made history

Referring to his young children, Mr Murdoch said: “Look at the younger generation. They’re happier reading everything on tablets. It’s a generational change.” Yet as proprietor he remains committed to investment in the print product while judging the digital transition.

The timing of The Australian’s launch was prophetic. In retrospect, 1964 seems the ideal year to launch a new paper inspired by the vision of national transformation.

“My motive was to launch a great paper,” he said.

Mr Murdoch said that under editor-in-chief Chris Mitchell “the paper has never been better”.

Next Tuesday evening, Mr Murdoch will attend a dinner to salute the 50th anniversary.

Mr Murdoch will deliver the keynote address and Tony Abbott, once a journalist on the paper, will also speak, along with Cape York Group chairman Noel Pearson.