Our Media Glass House research teams long ago concluded that the string of News Crap Australia turdbloids remaining in Australia are now basically just vehicles for cross-promotion of the company’s many wholly or partly owned related commercial enterprises.

Many Sky News “after dark” commentators also pen columns for the Murdoch turdbloids and their efforts – often seemingly just a transcript of their far right-wing on-air rantings – are accompanied by promotions for Sky News and their own individual programs.

Advertisements for the Flash aggregated news streaming service often appear in the news pages of Murdoch-owned metro and regional outlets.

The contemporary version of the old TV guide liftout published in metro turdbloids is even badged as Binge – the name of the internet streaming service that traces its ownership back to you know who.

So our MGH teams were not surprised when big advertisements started appearing last week in Murdoch newspapers plugging the new online betting outfit Betr which is backed by a consortium including News Crap Australia and which launched in the lead-up to the big Everest and Melbourne Cup race days.

The ads appeared to reach a crescendo yesterday with Betr ads sprinkled throughout many Murdoch turdbloids starting with a strip ad across the front pages of those serving the nation’s biggest media markets. (below)

They continued inside with a full-page ad and in some cases a double-full page ad too. (below)

Most of the turdbloids also carried a full-page Betr ad on their back pages. (below)

They also now carry a page badged as “Betr Sport Form” giving a rundown on betting odds and trends. (below)

Our MGH researchers imagine that when the consortium behind Betr was being formed there may well have been questions asked about how to promote it.

Of course someone at that table had a ready answer.

***

Our MGH researchers also note that there is a big news story that was sparked by the advent of the Betr service and its ad campaign.

Gaming regulators in the nation’s biggest state launched an investigation into possible breaches of the law covering the advertising of such advertisements.

Liquor & Gaming NSW took exception to the double-page ad below that appeared in News Crap Australia publications last Thursday.

Liquor & Gaming NSW have pointed out that the state’s gambling laws prohibit inducements being offered to open betting accounts.

According to the media outlets who ran the story, about 30 Betr advertisements are to be investigated for possible breaches and each offence if proved could carry a maximum fine of $110,000.

Of course, our MGH teams could not detect a whisper of this story in any Murdoch media.

So to be accurate, should we all be referring to the Murdoch turbloids as Newspapers not newspapers?

***

The in-your-face ad campaign for Betr may well be having the desired effect of driving punters to open a betting account with yet another provider in an already crowded field.

But is it also having another impact by prompting Betr’s own rivals to lift their advertising efforts in response? And, of course, when it come to the print media, where else can they advertise?

Our MGH teams do point out that in the Saturday turdbloids that carried the multitude of Betr ads, existing online betting outfits had bought up to five full-page ads to plug their own offers.

So has Rupert made a bet he can’t lose?