Lebedev is not really the story. Murdoch is.

Page eleven of the Murdoch-owned London Paper today gives us a clue to how he — and therefore his senior staff — are thinking.

In a full page victory memo from the London Paper’s editor it says, in so many words, that:

1. The London Paper has killed the Standard as a serious paper
2. Murdoch’s strategy forced Rothermere to sell
3. The Standard lost the plot
4. The Standard will henceforth be a minor, eccentric player on the London stage
5. The London Paper is projecting fat profits in the future
6. London Lite has lost its raison d’etre (to defend the Standard)

Murdoch is thrilled by the turn of events. With his son-in-law watching over the development of The Standard in the next few years it is unlikely to become too troublesome. I would not be surprised if it is sharing office space and printing facilities at Wapping in three years and three days from now (once contractual guarantees with Associated have expired).

Next move from the Australian fox? To decapitate Metro. Do not be surprised to see the London Paper produce a morning edition and bid for the valuable tube distribution rights in London when they come up later this year.

Perhaps it is a bit childish to think like this, but in macho competitive terms this story is game, set and match to Murdoch.

For Associated it looks dangerously like a tipping point — the year when they started losing. It used to be part of the DNA of Associated to win. Without that ferocity, the company starts to look rather sad, like a non-violent lion.

Entry Filed under: Media, Newspapers