Rupert Murdoch is characterized as a relic of a bygone era in journalism, as described in Michael Wolff's book, "The Man Who Owns the News: Inside the Secret World of Rupert Murdoch." This perspective highlights that Murdoch operates in a time when newspapers were more than just information sources; they were self-promotional entities that needed to actively sell themselves to the public. His approach reflects a time when journalism was intrinsically tied to the business of advertising, a stark contrast to the modern understanding of news media.

This observation indicates that Murdoch's style may be outdated in today's fast-paced digital landscape, where news is consumed differently and advertising has evolved. As the last figure of this earlier journalistic model, Murdoch embodies a transitional influence, with his techniques and strategies rooted in a past when newspapers dominated the media sphere and engaged with audiences in a markedly different manner.