Ever since James Murdoch broke cover on News Corps’ climate denialism, we’ve been asking whether News Corp will de-carbonise its climate coverage. But the real question is: can it, even if it wants to?

Climate denial is deeply embedded in the company’s outrage business model. News Corp thinks it owns the outrage. Too late: the outrage now owns the company. De-carbonising its journalism would demand not just a new top to bottom approach -- it would also demand a new audience to the one they've curated and nurtured.

Don’t take my word for it: read the comments under any News Corp article about climate change (or maybe not!). As a sponsor of the denial industry, News Corp has worked hard to get that audience to where they are now. It won’t be easy to walk them back again.