Sally Young

In 1968, Rupert Murdoch was one step from acquiring his first international media holding, in the British tabloid The News of the World. That Murdoch was so close was a personal coup, given that his press ownership had begun sixteen years earlier with a much-diminished inheritance, largely based in Adelaide. To pull off the News of the World acquisition, however, Murdoch needed government approval to transfer $10 million Australian offshore. Speed, secrecy, and surety were pivotal, and in search of all three Murdoch went to John McEwen, the deputy prime minister and leader of the Country Party. The two had an enduring bond: McEwen had helped Murdoch buy his grazing station and family bolthole, Cavan, and when McEwen was appointed acting prime minister after the death of Harold Holt in 1967, Murdoch had argued in The Australian that McEwen should be prime minister in his own right. Now, in 1968, McEwen took Murdoch to the prime minister, John Gorton, who was also familiar with the young press baron. Gorton had briefly been lined up to work for Murdoch’s father in the 1930s and owed something of his present job now to the influence Murdoch had wielded when it became clear that McEwen could not remain prime minister.

In a discussion on election advertising, an American political operative was asked whether it is preferable to run a ‘negative’ advertisement (criticising an opponent) or a ‘positive’ message (extolling the client candidate). He replied: ‘If it’s negative, it works. If it’s positive, save it for your tombstone.’ In Australia, the major political parties are similarly inclined: according to Sally Young’s research, sixty per cent of television advertisements in federal election campaigns since 1993 have been in the ‘negative’ category. The public’s general dislike of politicians facilitates this approach. For the same reason, the advertising party usually employs an actor to dish out the dirt. Young, a political scientist, has extensively researched political advertising in Australia. The Persuaders: Inside the Hidden Machine of Political Advertising covers the evolution of political advertising in this country and the effectiveness (or otherwise) of various campaigns over the last fifty years.