Rupert Murdoch: The untold story

Colourfully recounting the various wheeling and dealing that Murdoch involved himself, concentrating on the last 20 years, the author hints at Murdoch’s nous, but steps back from asserting basic facts about his rivals. Not once does he poke fun at any of Murdoch’s rivals and steers well clear of dot pointing his employer, Time Warner’s, shortcomings. Which are plenty.

La Monica considers if Murdoch can possibly chart an even brighter future for News Corp, occupied as he is with the question of succession. The evidence the author himself marshals - though doesn’t investigate, even at the shallowest of levels - suggests that shareholders cannot count on son James to carry Rupert’s legacy of vision, profits and commercial brilliance, any time soon. While La Monica, in common with many shareholders, is convinced that James is heir apparent, he is not sure the apple falls close to the tree. Well not without further necessary ripening.

The story of how Murdoch and his chief lieutenants think, act, strategise and view the world is complicated and far more interesting to media insiders and outsiders, both in Australia and the United States than is La Monica’s laundry list that lasts 272 pages.

To be fair, this book does identify absorbing events in the life of News Corp, but overly focuses on the last 20 years. Murdoch’s motives are left undiagnosed, his commercial and political networking unexamined and his personality is ignored. It seems that while the title is Inside Rupert’s Brain, it is other people’s brains that are being examined. And sadly there isn’t even a Murdoch amongst them.

The book ends with a tour of the possibilities of succession. While the tour is short lived and quite off the money, La Monica introduces the reader to Peter A. Chernin.

Chernin joined News Corp in 1989 as president of entertainment for Fox Broadcasting. Soon after he was promoted to president of Fox Filmed Entertainment and since 1996 he has been president and Chief Operating Office of News Corp. Effectively Rupert’s number one man.

Simultaneously praising the genius of Chernin, La Monica laments that as a non-Murdoch, the genius could never become CEO of News. Chernin, he reminds readers, signed a five-year contract with Murdoch “which ends mid 2009”. Noting that Murdoch will move heaven and earth to see that another Murdoch takes control of the empire after he retires, La Monica wonders if Chernin will be persuaded to stay beyond 2009 in the job (and in his spare time train James to take over) or whether Murdoch will have to front up (any day now) to the board and recommend installing his son James in the position.

By mid 2009 - long after the book hit the printers - Mr Chernin left News Corporation, after 20 years. He closely oversaw the company’s Los Angeles-based film and television businesses and left the company with a generous exit package, which included movie and television production deals with 20th Century Fox.

Contrary to La Monica’s predictions, he neither hung around to skill up James, nor was James shoehorned into the job. Chase Carey who worked as CEO at DirecTV, a satellite broadcaster, was selected to succeed Chernin.

Mr Murdoch’s behaviour is quite transparent. It’s no secret that he wants his son to succeed him at the “right” time, but clearly the “right” time is yet to come. Rupert it seems, is in no rush to retire A consummate dealmaker with a host of runs on the board, he wants to prove his longevity equals, if not exceeds, that of his mother’s.

Rupert’s mother, Dame Elisabeth, is very well known for her activities in a plethora of philanthropic pursuits including academia, the arts, children, flora and fauna, heritage and medical research. Many of Australia's most cherished institutions, from (Melbourne’s) Royal Children's Hospital to the Australian Ballet have benefited from her involvement.

What is less known is that this coming Monday, February 8, she celebrates her 101st birthday.