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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsThe “U-turn” people usually mean is the October 2021 Mission Zero 2050 campaign from News Corp Australia’s tabloid mastheads, which backed cutting emissions to net zero by 2050 after years of criticism of the group’s climate coverage. News Corp called it an editorial series, not a change of corporate policy. Critics read it as a limited repositioning that left its earlier record and its near-term fossil fuel stance unresolved. The public record establishes the campaign and the criticism that preceded it. It does not establish the company’s internal motive or whether the change lasted.
What the campaign actually was
In October 2021, News Corp Australia tabloids launched Mission Zero 2050, a print supplement backed by online coverage that promoted net-zero emissions by 2050. The Times (Australia) described it as a sharp contrast with years of opposition to decarbonization, and it emphasized economic opportunity and jobs. That report said the campaign presented decarbonization as a potential A$2.1 trillion economic opportunity and 672,000 jobs. Those are figures the campaign itself put forward and that The Times attributed to it. They were not independently verified estimates, and they should be cited as campaign claims.
How the company described it
News Corp spokespeople said the series was editorial rather than a corporate initiative. In remarks quoted by SBS, a campaign spokesperson said: “The first point to make is this is an editorial series and not a corporate initiative.” Daily Telegraph editor Ben English said the paper had put heavy resources into the project, calling it the biggest journalistic campaign or project the paper had undertaken in a decade. He presented it as an increase in coverage rather than a reversal of the paper’s position.
The same SBS coverage reported that a spokesperson said Sky News Australia operated independently of the mastheads. That matters for anyone asking about “News Corp” as a whole. The campaign concerned particular Australian mastheads; it was not a documented change across every outlet in the group.
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The record behind the criticism
The campaign arrived after years of criticism of News Corp Australia’s climate reporting, including coverage during the 2019–20 Black Summer bushfires. Two sets of studies were cited in contemporary coverage, and both are worth reading with their scope in mind.
The 2021 GetUp! study
A study commissioned by GetUp! and conducted by journalism researcher Wendy Bacon analyzed 8,612 articles across the Herald Sun, the Daily Telegraph and The Australian. As reported by The Guardian in 2021, it classified 45% of the articles as skeptical of climate change, and nearly two-thirds of the opinion articles as skeptical. These figures describe the sample and classification method in that study. They are not measurements published by News Corp or by the newspapers.
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The 2013 study
A separate 2013 study led by Bacon found that a third of articles in News Corporation tabloids doubted that the climate crisis was caused by humans. It predates the campaign by eight years, so it describes an earlier body of coverage rather than the reporting that followed.
James Murdoch’s objections
James Murdoch publicly expressed concern about the group’s climate coverage and left the News Corp board in 2020. Reporting at the time tied his departure to disagreements over editorial content and other strategic decisions. Those events form part of the public context for the campaign, but the public record does not show what role, if any, they played in its creation.
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Why it was read as a U-turn
Commentators read the campaign as a response to criticism and to possible reputational or advertiser pressure. The Times article reported that the company faced international condemnation and advertiser pressure. The Guardian, however, cautioned that an advertiser statement cited in connection with the campaign was not a specific endorsement of it. The pressure explanation is therefore a reported interpretation, not an admission by the company.
The campaign also stood out because major News Corp Australia mastheads publicly endorsed a net-zero target. That is a real change in what those papers said in their own pages. Whether it changed what they published day to day is a separate question.
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What critics said it did not change
The Australia Institute’s Richie Merzian welcomed the shift but argued that a 2050 target without accountability, or without opposition to new coal, gas and oil projects, would have limited immediate effect. Media academic Graeme Turner described the shift as a repositioning and argued that acknowledging past harm would matter. Both are attributed assessments of the campaign, not settled findings about News Corp’s intent.
Critics also noted that commentators were not muzzled, and that skeptical reactions to the campaign appeared in coverage of it. A long-term destination and a short-term energy position can coexist, which is why the distinction between them carries weight in this debate.
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Corporate emissions goals are a different question
News Corp’s sustainability page lists emissions targets for the company’s own operations and a commitment to source publication paper from certified sources. Those are operational commitments. They say something about how the company runs its printing and offices. They do not show how its newsrooms cover climate science or climate policy.
How to test a claim about a shift like this
When someone describes a media company’s climate position as a turnaround, these checks separate the evidence from the label.
| Question to ask | What would support a real shift | What the 2021 record does and does not show |
|---|---|---|
| Campaign or everyday coverage? | Sustained changes in news and opinion output after the campaign ends | Campaign output is documented; the public record reviewed here does not establish later everyday coverage patterns |
| News reporting or opinion? | Changes in both, especially in opinion pages that carry the most skeptical commentary | Studies reported in 2021 found opinion articles were skeptical at higher rates than news articles |
| One masthead or the whole group? | Consistent positions across titles and broadcast arms | The campaign was run by particular Australian mastheads; the company said Sky News Australia operated independently |
| Long-term target or near-term policy? | Stated positions on new fossil fuel projects and policy | The net-zero-by-2050 target was endorsed; critics said near-term projects were not addressed |
| Corporate goals or editorial conduct? | Editorial standards or commitments tied to coverage | Operational emissions and paper sourcing targets exist; no editorial commitment is established in the reviewed material |
Applying these checks to a current claim requires sources from after 2021. The reporting cited here runs through 2021, so it cannot tell you what the mastheads have published since.
If you are writing or citing this topic
- Name the specific outlet or entity: News Corp Australia, a named masthead, or the global corporation.
- Do not state that Rupert Murdoch personally ordered the 2021 campaign. The public record reviewed here does not establish that.
- Attribute labels such as greenwashing, reputational repair or a genuine pivot to the specific critic or publication making them.
- Give the scope of any study with its figures, including the outlets sampled, the classification method and the year reported.
- Do not treat operational emissions targets as evidence of editorial change.
The Bottom Line
The clearest evidence is a 2021 editorial campaign by News Corp Australia mastheads endorsing net zero by 2050, set against a documented record of skeptical coverage. Whether that amounts to a durable change in News Corp’s journalism is not established by the public record cited here.
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