All of this merely demonstrates — other than that apparently, it’s one rule for Murdoch; another for Google — the desperate measures to which newspapers are having to resort in the search for revenue. However, quite what the media tycoon hopes to achieve by singling his own publications out for such treatment is something of a mystery.
Despite his obvious talents for self-promotion, when it comes to the Internet, Murdoch’s decisions have always betrayed shown him to be something of a novice. He bought Myspace when it was at its most crazily-overinflated valuation, and then watched the money simply disappear while Facebook and Twitter took the lead. If he takes The Sunday Times’ the same way, he will simply turn the publication into expensive lesson in the importance of gauging the public’s receptivity to paying for online news. When so much else is available for free — and The Sunday Times’ website not being particularly special — it’s hard to believe the move will be anything other than a disaster.