Yet his business philosophy of offering readers what they were willing to buy most closely resembled the outlook of entertainer P. T. Barnum.
After studying at Oxford, Murdoch entered journalism as a reporter for the Birmingham Gazette and served an apprenticeship on the London Daily Express, where he learned the secrets of building circulation from the press baron Lord Beaverbrook. Returning to Australia to begin his publishing career, Murdoch revived the Adelaide News. In 1956 bought and built up the Perth Sunday Times. In 1960 he purchased the dying Sydney Daily and Sunday Paper, which he turned into the largest selling newspaper in Australia by employing aggressive promotion and a racy tabloid style. In 1964 he started The Australian, a national paper aimed at a more serious audience.
In early 1969 Murdoch debuted as a London publisher when he gained control of the Sunday paper News of the World, the largest-circulation English-language paper in the world. Later in 1969 he bought cheaply a tired liberal paper, the Sun, which he radically transformed into a sensationalistic tabloid featuring daily displays of a topless girl on page three.
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