To many Americans, Rupert Murdoch may have been an unknown figure until he bought the New York Post and, barely catching his breath, hustled to take over as well New York and New West magazines, plus the Village Voice. But the press lord from Down Under is no stranger to TIME readers--or TIME staffers. As long ago as 1970, TIME reported on the fast-moving Aussie publisher's impact on London in a story titled "Stooping to Conquer." In 1973 we followed Murdoch's expansion to the U.S. as owner of the San Antonio Express and News; in 1974 we took a look at his newborn National Star.

When Murdoch signed his New York Post deal in November, Staff Writer Donald Morrison was speaking to him within minutes for a detailed account of the purchase. Coincidentally, about the same time, both Morrison and Reporter-Researcher Sarah Bedell were checking rumors of growing friction at New York between Editor Clay Felker and some members of the board. When Murdoch's battle for control of the magazine went into high gear on New Year's Eve, we were thus prepared with background on the two protagonists. Last week Morrison and Bedell tapped their press sources as the story unfolded; Bedell spent a day with Murdoch as he was fitting together the final pieces of his takeover.

Other TIME staffers added some personal impressions of the man for this week's cover story. Art Critic Robert Hughes recalled his days as an artist on the Sydney Daily Mirror in the early 1960s, when he was earning -L- 12 for each of his cartoons. When Murdoch bought the paper, he called Hughes into his office and promptly lowered the fee to -L- 3. Hughes just as promptly quit. (But this week he good-naturedly tossed off a free drawing of his former employer as a koala bear to help illustrate this Publisher's Letter.) The cover story was written by Morrison, with a sidebar on Felker by Michael Demarest and a parody of Murdoch's publications, old and new, by Paul Gray. All this reflects an abiding interest in the press that began with TIME'S first issue in 1923. We feel that it is both a significant and lively beat. Says Morrison: "We tell our readers what's going on behind the scenes in government, the arts and business. I think the people who present the news are just as important for us to try to understand." Adds Otto Friedrich, who edited the cover package: "When the subject is as rare and rollicking as Rupert Murdoch, writing and reading about him can also be a lot of fun."

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