News Corp Launches 'Back Australia' Campaign for Local Pride

Joe Hildebrand, a prominent figure at News Corporation, is leading a significant initiative aimed at rekindling the manufacturing spirit of 1960s Australia, emphasizing the nation's capacity to be "self-reliant" and produce goods domestically. In a recent piece published in the Daily Telegraph, Hildebrand encourages both left and right political factions to unite in fostering and celebrating national pride.

This campaign, titled Back Australia, marks a notable pivot for News Corp, which previously maintained distinct editorial positions. Four years ago, Hildebrand was instrumental in the company's Mission Zero series, which surprisingly altered its long-standing stance on climate change, advocating for a reduction in greenhouse gas emissions.

Launched on a Sunday, the Back Australia campaign spans across all of Murdoch's media outlets, including metropolitan and regional tabloids, The Australian, news.com.au, taste.com.au, Escape, and Body+Soul. The campaign has already generated a multitude of articles and videos urging readers to support local manufacturing.

This initiative has raised eyebrows among observers who recall News Corp's previously staunch advocacy for free-market principles, particularly highlighted by The Australian last year. The publication warned that Prime Minister Albanese's Future Made in Australia initiative could potentially exacerbate existing issues by favoring economically unviable technologies over established industries, which would still be subjected to high taxes and royalties. The editorial dismissed the initiative as a return to "old-style industry protection".

Judith Sloan, a vocal proponent of free markets, also criticized the push to revive domestic car manufacturing, labeling Andrew Hastie's proposal as "bonkers". She expressed concern over a troubling trend among conservative politicians who appear to be abandoning their commitment to free markets and international competition.

The sudden shift in economic policy may be influenced by the allure of advertising revenue. News Corp has openly stated that the Back Australia campaign serves dual purposes—both as an editorial initiative and a commercial endeavor. Major corporations like Harvey Norman, the Australian Made Campaign, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, RM Williams, Qantas, Vodafone, and BHP are among the key advertisers backing this campaign.

Each page of the campaign prominently displays the label "supported by," indicating its advertiser-supported editorial nature. Louise Barrett, the managing director of sales at News Corp, noted that Murdoch's editors often have a greater impact during sales meetings than she does.

Despite the financial backing from advertisers, Daily Telegraph editor Ben English reassured that advertisers do not dictate the editorial stance on topics that may be unfavorable to them. Instead, they invest in the campaign because it resonates with their corporate values and business strategies.

Toby Ralph, a global marketing expert, highlighted a growing trend among Western nations craving protectionist policies and a resurgence in local manufacturing as a counter to globalization. He remarked that attempting to resist this shift could be seen as misguided.

The Back Australia campaign represents a significant moment for News Corp as it navigates the complex landscape of modern media and economic policy. As the nation grapples with its manufacturing identity and the implications of global market pressures, this initiative could serve as a rallying point for a renewed focus on domestic production and national pride. Whether it successfully influences public sentiment and policy remains to be seen, but the campaign undoubtedly reflects a broader discourse on Australia's economic future.