News Limited to rebrand as part of split NEWS Limited is changing its name as part of the split of parent company News Corporation into two entities. From July 1 the local arm of the company, which becomes part of the 'new' News Corporation, will be known as News Corporation Australia. Kim Williams, chief executive of News Limited, which owns The Australian, announced the change in an email to staff this morning saying it was part of a more logical, streamlined approach to global branding.