Is owning quality titles a loss-leader for Murdoch?

http://www.guardian.co.uk/media/greenslade/2010/apr/07/rupert-murdoch-bskyb
I agree with Roy that there’s definitely something to this argument that Rupert gains influence in return for losses on the papers of record mentioned.
No high-profile person wants to be dissed by them.
But the mass circulation titles play their part too — by heavily influencing the perception of these people to their readers.
That’s why no politician wants to be in his bad books. No matter how hard they try to control their image, it’s how the mass media depict that tends to stick.