The purchase of a major punting website by News Corp could be behind The Daily Telegraph's campaign against the Baird government's greyhound racing ban, as the paper confidently predicts Mike Baird is about to cave in and allow the industry to continue, delivering the company more revenue and commercial opportunities.
The company last week revealed it had acquired punters.com.au, without disclosing the price. Described as about "making racing more awesome", punters.com.au offers racing news, tips and a form guide on different kinds of animal racing, including greyhound racing. According to marketing blog Mumbrella, in July former Telegraph manager Simon Anderson was appointed to head a gambling division within News Corp as part of a major move into wagering. The company is currently struggling to deal with collapsing print revenues and the slow death of its Foxtel subscription television service. According to News Corp execs quoted by Mumbrella, the company is explicitly seeking to leverage its animal racing reportage both to gain more revenue from readers and sell access to its readership to "wagering clients".