EXCLUSIVE | How NEWS CORP is cashing in on ITA BUTTROSE’s success

Have you ever noticed ITA BUTTROSE seems to appear a lot on News Corporation publications? Well, there’s a very good reason for that…

Ita sells. Pure and simple.

Sources tell TV Blackbox the former Australian of the Year and now ABC Chairperson is a big driver of subscriptions across all platforms. In fact it’s such an open secret within Holt Street (the home of News Corp’s Sydney headquarters) that Ita’s face will appear on stories that have nothing to do with her.

The Australian newspaper is a particular fan with Ita appearing on the front page of the publication time-and-time-again.

Stories that have nothing to do with the role of the Chairperson will be written to include a line about Ita, which then allows her photo to be used in the story.

Michael Miller, Executive Chairman Australasia, is well aware of the ‘Ita effect’ and has been heard jokingly referring to the phenomenon, proclaiming a picture of the media icon will generate subscriptions every time.

For her part, Ita takes it all in her stride telling TV Blackbox she is flattered but doesn’t take it too seriously.

One thing’s for sure, never underestimate the power of Ita

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