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Murdoch repeats strategy: WSJ’s “objective of being objective” mirrors Fox’s “fair and balanced” 7/7/08

Posted by Steve Boriss in Murdoch, NYTimes, Wall Street Journal.

In the cable news wars, Rupert Murdoch’s Fox New Channel famously launched while claiming to be “fair and balanced,” a none-too-subtle slam against CNN, which conservative viewers suspected of liberal bias. The strategy worked, splitting the market between left and right, and perhaps also pulling-in some liberal viewers who had no objection to news being fair and balanced.

Now it appears that Murdoch’s Wall Street Journal might be attempting a similar ploy as it positions itself as a rival to the New York Times for U.S. and international coverage. New Wall Street Journal Managing Editor Robert Thomson says that his journalists “have the objective of being objective,” adding “At The New York Times, you have news with a skew. Or a skew with news.” Not quite ready for an advertising jingle, but you get the point. The WSJ plans to seize the high ground for fairness and balance, shoving the NY Times into left field. Or at least, that’s Murdoch’s objective.


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