CorpComms Magazine

News Limited, the Australian division of News Corp, is to rename itself News Australia from February next year, according to a leaked internal marketing memo published by the Australian news website Crikey today.

The document was written by News Limited's director of marketing strategy, Michael Nearhos.

In the memo, Nearhos wrote that the name needed to change as 'other people are defining our brand for us'.

In a candid assessment of its reputation among advertisers, and those of its competitors, the memo stated that it was seen as an 'arrogant newspaper company, difficult to deal with' and one that was yet to 'unleash the power of its combined platform strength'.

According to the brief, News Limited reflects and fights for 'the values of middle Australia', but employee research last year had discovered a 'misalignment' between the company's values.

As yet, however, the company has no plans to ditch the logo it shares with its troubled parent company, News Corp.

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