It is apparent that Murdoch has been involved in key matters of general strategy. It is inconceivable that the price war would have been launched without his agreement, just as The Times' revamping of its layout in 2000 required prior approval (if only because of the costs incurred ). When the Sunday Time wanted to introduce a books section, it was opposed by the advertising department, but with Murdoch's backing it went ahead (Neil, 1997: 215). Murdoch himself admits that he pays close attention to the budgets of his papers and acts to cross-subsidize the losses.