Why News Corp. is trying ‘under the radar’ innovation

What if you tried something radical but didn’t attach your brand to it?

The new venture doesn’t get the benefit of being associated with a “known quantity” in the market — but it does have a chance to flop or fly on its own merits.

That’s the stealthy approach they’re taking at News Corp., the Manhattan-based publishing company. News Corp.’s properties include book imprint HarperCollins, the Wall Street Journal, digital education company Amplify Education, and newspapers in Australia, Britain, and the U.S.

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