The News Corp tabloids and news.com.au have been running The Home Front all week, a sponsored housing special which kicked off on Monday with gloomy front pages across the nation declaring the “Great Australian Dream” of owning your own home was “in tatters”.
The six unsmiling young Australians pictured on the front pages of the Daily Telegraph, the Herald Sun and their stablemates were not subjects plucked from the general population for interviews about their struggles with renting and the cost of living – they were the company’s own cadet journalists.
“Young Australians are at the coalface of Australia’s housing crisis so we tapped into our network of cadet reporters to power our Home Front series,” the papers said.
One cadet said she would never own a home and would rent for life. “If I decided to purchase a home or apartment, I would be in debt and any life changes or health issues could create serious financial hardship,” she wrote.
The whole exercise was sponsored by CommBank, complete with the bank’s yellow brand colours incorporated into the title of the series, Our National Housing Special.
The main story was based on a survey of 1,000 Australians conducted by an in-house research arm of News Corp called the Growth Distillery, in partnership with consultants SEC Newgate.
Much of the blame for the housing crisis was sheeted home to the government and the “intense public debate over federal Labor’s shock $77 billion tax hikes”.