No, I'm not talking about Rupert Murdoch's bid to acquire the Wall Street Journal. This announcement has much more potential for global impact: News Corp to be carbon neutral by 2010!

I don't often "cover" corporate announcements of intended carbon neutrality, but when the parent company of Fox Broadcasting, The New York Post and 174 other English-language newspapers jumps on the carbon neutral bandwagon, it's worthy of mention.

In an address to News Corp employees around the world, Murdoch offered an unequivocal point of view on the need for action against global warming:

Climate change poses clear, catastrophic threats. We may not agree on the extent, but we certainly can’t afford the risk of inaction.

We must transform the way we use energy … this is about changing the DNA of our business.

But we must do this quickly – the climate will not wait for us.

Amidst all the talk of plans and processes to enable News Corp to become carbon neutral was an even more encouraging pledge: to inspire News Corp consumers to reduce their own carbon footprint.

For too long, the threats of climate change have been presented as doom and gloom because the consequences are so dire. The challenge is to revolutionize the message.

We want to avoid preaching … but the debate is shifting from whether climate change is really happening to how to solve it.

Hmmm… I wonder what Sean Hannity has to say about that?

Stay tuned.

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